Genuist Beauty

Our company was founded by beauty veteran, Alyson Howard-Hoag, with over 30 years of experience working in the trenches of the beauty industry who saw first hand the damage that has been done to hundreds of thousands of women in pursuit of impossible standards of beauty that don't apply after a certain age and more importantly, don’t allow your authenticity to shine through.

We are industry disruptors that seek the downfall of unrealistic standards of beauty, as we embrace a more intentional standard that sees your beauty from the inside and out.

Genuist Beauty products genuinely do what they say they do, are made of clean formulations, and they come in environmentally thoughtful packaging that can be repurposed, recycled, or both through our makeup recycling program.



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