Every product you purchase from This is Beauty helps reduce the environmental impact of the beauty industry. Just because there is an imperfection doesn’t mean the product should end up in landfill. What's inside is perfect!
We only partner with trusted retailers and brands with full traceability back to the manufacturing source. All of our products have their authenticity guaranteed and are put through our 6-point quality control process.
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Flipping the script on textured tresses, adwoa beauty dreams up kink-first formulas that are efficacious without being too heavy, greasy or watered down. Using her experience as a stylist and listening to voices of her community, founder Julian Addo creates elevated wash day routines to get to the root cause of common curly and coily hair care concerns. Designed to slip through and detangle strands with a shine-boosting finish is the Moisturizing Curl Defining Cream with Baomint.
Your favorite brands and products at accessible prices, with quirks and imperfections and their own story to tell.
Combating unnecessary waste in the beauty industry by purchasing perfectly good products to keep them in circulation for longer.
We’re a movement. A community. A conversation. We’re working with you to have hard conversations and change from the inside out.