Beatutiness USA is American beauty turned all the way up — bold pigments, juicy skincare, and self-care rituals made for every face, every shade, every mood.
From dewy minimalism to high-pigment maximalism, our four worlds let you build a beauty routine that actually feels like you.
Saturated lipsticks, glosses and liners. 14-hour wear, zero compromise.
Niacinamide, vitamin C and barrier-loving serums. Your skin, but louder.
Whipped butters, scalp tonics and silk mists for head-to-toe softness.
Cult brushes, rollers and curated kits — beauty starter packs that just work.
Every formula is cruelty-free, vegan and made without 1,800+ questionable ingredients.
50+ foundation tones, 32 lip shades, 24 blush hues — built with diverse beauty editors.
Formulated in Brooklyn, packed in Atlanta, shipped from coast to coast in 2-day delivery.
Twelve hero products, one big mood. Mix, match and build the brightest routine you've ever owned.
Our pink-marble studios across America offer 30-minute makeup, skin and color services with our top artists. Walk in dull, walk out luminous.
Deep clean + custom serum mask + LED light therapy.
Personal shade match for foundation, lip and blush with a beauty editor.
Tint, lamination and shape using vegan tints. Lasts up to 6 weeks.
Shop more, glow more. Join the Beatutiness Club and unlock free shipping, early drops and studio credits every month.
For the curious beginners.
For the everyday beauty obsessed.
For artists & creators.
From Brooklyn to Beverly Hills, our pink-marble studios are open seven days a week with same-day booking.
"Beatutiness made me stop apologizing for color. The Loud Lip Velvet is the only lipstick that survives my LA-to-NY flights."
Quick answers to the questions our customer love team gets every single week.
Join 240,000+ Americans who color outside the lines. New customers get 15% off the first order with code HELLOGLOW.
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