Feel lost in the makeup aisle? Overwhelmed by beauty tutorials? You’re not the only one. In fact, that “why does this have to be so complicated?” feeling is exactly what inspired us to create our line of modern, totally-doable beauty. 

We think beauty should be fun, easy, and effortlessly fit into your life whether we’re doing the least... or the most. Because, let’s be honest: sometimes you have an hour to spend getting that shadow look just right and other times all you need is a quick swipe of lipstick to feel your best.

So instead of complicating your routine with 4-step formulas and complex tutorials, we’re delivering easy-to-use, cruelty-free products that work for everyone—from makeup rookies to completely-obsessed enthusiasts. 

Illuminate Cosmetics. Doable Beauty.