Made with you in mind

Our uncomplicated, easy-to-use makeup will never cover you up or turn you into someone else. Simply put, it lets the real you shine through.

See the difference 

TRIED + TRUE 

Shop all skincare
  • balm dotcom espresso
    balm dotcom espresso
    New flavor
    Coming soon

    Balm Dotcom

    Original formula

    NEW Espresso

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    NEW Espresso

    See details
  • flute ultralip
    Alison wears Ultralip in Flute.
    Coming soon

    Ultralip

    Nourishing shine + color

    Flute

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    Flute

    See details
  • hold lip liner
    Kristinia wears Lip Line in Hold.
    Coming soon

    Lip Line

    Enhancing pencil

    Hold

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    Hold

    See details
  • black cherry cloud paint
    Mercy wears Cloud Paint in Black Cherry.
    Coming soon

    Cloud Paint Blush

    Seamless cheek color

    Black Cherry

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    Black Cherry

    See details
  • cloud paint bronzer
    Janica wears Cloud Paint in Drift.
    Coming soon

    Cloud Paint Bronzer

    Seamless cheek color

    Drift

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    Drift

    See details
Formulated to feel good 

Our base makeup goes on like skincare for a natural, seamless finish.

STRETCH FLUID FOUNDATION + STRETCH BALM CONCEALER + FUTUREDEW

3 lightweight + buildable complements to your makeup routine.

Ace your base

CLOUD PAINT

The most user-friendly blush + bronzer under the sun gives you a flushed-from-within glow that can be mixed + matched for a look that’s all you. 

Glow on

"I absolutely adore this tint, it gives me a very natural yet visible colored glow that literally dresses up my face, I feel like I don’t need to add anything else… LOVE IT"

EXPLORE FACE

Face
  • Nikki in Stretch Balm Concealer, VD4.
    Nikki in Stretch Balm Concealer, VD4.
    very deep 4 concealer
    Coming soon

    Stretch Balm Concealer

    Very Deep 4

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    Very Deep 4

    See details
  • Nanny in Stretch Fluid Foundation, VD4.
    very deep 4 | Nanny in Stretch Fluid Foundation, VD4. | Nanny outside and unretouched, in VD4.
    very deep 4 foundation
    Coming soon

    Stretch Fluid Foundation

    light-to-medium coverage + natural finish

    Very Deep 4

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    See details
  • Nikki in Stretch Balm Concealer, VD4.
    very deep 4 | Nikki in Stretch Balm Concealer, VD4. | Nikki outside and unretouched, in VD4.
    very deep 4 concealer
    Coming soon

    Stretch Balm Concealer

    medium coverage + dewy finish

    Very Deep 4

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    See details
Give good brow 

Our face-framing brow collection is a morning routine must-haves. 

BOY BROW

Fluffy, groomed brows in seconds. 

Clock it 

"After several years, Boy Brow is still my favorite brow pomade. I haven't found anything that beats it!"

EXPLORE EYE

Shop Eye
On everyone’s lips 

Hydrating balms, buildable color, nourishing shine – there’s a lip for every lip.

ULTRALIP

The cashmere sweatpants of lipstick is part balm, part gloss, part tint, and all you.

Swipe on

"Absolutely YES! Moisturizing lip color and shine keeps my lips feeling silky smooth. The color is just enough and does not stain. Love this!"

 PICK YOUR LIP 

Shop Lip
  • image of open tube of generation g lipstick in cake

    Generation G

    £20

    Sheer matte, fragrance-free lipstick

    Swatches available

    9

    Good to know

    • Easy
    • Buildable
    • Enhancing
    • Cruelty-free
    • Vegan
    • Fragrance-free

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder

  • Swatches available

    8

    Ingredients

    • Fractional Quartz
    • Jojoba Oil
    • Lip Grip Complex
  • Lip Gloss in Clear against white background.
    Chloe wears Lip Gloss in Pink.

    Lip Gloss

    £18

    Glassy plush shine

    Swatches available

    9

    Good to know

    • Enhancing
    • Cruelty-free
    • Vegan

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder

  • Swatches available

    10

    Ingredients

    • Wax Matrix
    • Blue Agave Extract
    • Vitamin E
    • Soft Focus Elasto-Powder