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WHY, HELLO.

Y Cosmetics was created to make sure you know that you're a badass, and to start a new lane in the cosmetics industry that we are calling "Responsible Beauty."

WHY, HELLO.

Y Cosmetics was created to make sure you know that you're a badass, and to start a new lane in the cosmetics industry that we are calling "Responsible Beauty."

Responsible Beauty recognizes that the beauty industry is more than just selling products to customers. 

We think that's a bit heartless.

Y Cosmetics sees the business of beauty as a social network made up of enthusiasts that share ideas, information and information with each other daily (oh, and worldwide). Each makeup bag is a portal for the industry to say something to the person on the other end that is holding that bag and that product. 

Responsible Beauty uses this precious access to all of you ... responsibly.

We are mindful about the messages we share with you and we want to use this interaction with you to say something respectful. Most importantly, we need you to know how powerful you really are. For. Real.

Y Cosmetics wants to build an army of #Ygirls to reclaim how the beauty industry, and all other industries, talk to us.

Let us know what you think and send a note to our founder, Tess, at

hello@ycosmeticsonline.com

or DM us on IG

@ycosmeticsonline

Let us know what you think and send a note to our founder, Tess, at

hello@ycosmeticsonline.com

or DM us on IG

@ycosmeticsonline

Tess

Y Cosmetics Founder & #Ygirl

My name is Tess and never in a million years did I think I would create a beauty brand.

I guess it should not be as much of a shock as it is. since I have been behind the scenes leading PR and marketing campaigns for some of the biggest names in beauty, including Patrick Starr + MAC, James Charles, Bretman Rock, Jeffree Star, Morphe Cosmetics and various beauty festivals. My Work with these iconic brands was always on the media relations and communications side of things. 

I'VE ALWAYS BEEN INTERESTED IN HOW BRANDS SPEAK TO THEIR AUDIENCES.

We have all sipped the tea of the beauty community and we all stan a provocative palette with shade names that you probably could not read aloud at the Thanksgiving dinner table (Seriously, look inside your makeup bag and imagine just reading those shade names out loud at the table). Yes, it can all be entertaining, but what I noticed when working in the trenches of this world is that are hundreds of millions of people consuming this content and it is having a profound impact on them. I see it in the comments left, the DMs sent and tweets posted. I have seen it in the headlines of prominent media organizations that turned fan comments into articles, just for clicks. With no fact-checking. And I've seen the repercussions of these unfounded headlines...

At first, it scared me.

Then my husband suggested that I start my own brand to address it.

WHAT IF WE CREATED A BEAUTY BRAND THAT APPROACHED THIS ENTIRE COMMUNITY FROM A COMPLETELY DIFFERENT ANGLE?

We landed on the name Y Cosmetics because everything we do will have the word "Why" in it to drive home the idea of questioning status quo (because it REALLY  needs to be questioned) and to create moments of affirmation as part of your beauty routine, like our Why Eye: Love You collection, ft. shade names that aren't shady. We want you to put on "I am Worthy" before you start your day, and we want to see how that affects you.

Every product we launch is created with deep consideration of how it will weigh on you. Without you, the beauty industry does not exist. We are founded in honoring our relationship and making sure there is more in it for you than usual. 

FWIW, I sold my house to launch this thing. That's how much I care.

Love, Tess