Consciously formulated everyday essentials

After years of working at IPSY and at IPSY and testing over 4,000 beauty products while curating selections for 3M monthly subscribers, Minori founder Anastasia Bezrukova realized that most women are drawn towards a natural makeup look, and desire uncomplicated beauty routines. Yet, the vast array of products and shades makes shopping for beauty overwhelming, even for someone steeped in the industry. This inspired her to launch Minori – a makeup brand for those who don’t ordinarily wear makeup, and seek a natural aesthetic when they do. The Minori mission is to reinvigorate the beauty journey for makeup beginners by making the experience user-friendly and welcoming.