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Minori Beauty

San Francisco, CABrand · Body care

“I don’t wear makeup” is something I hear a lot from our customers. As Head of Personalization at IPSY, I tested over 4,000 products and helped curate beauty boxes for over 3 million monthly subscribers. My biggest takeaway? Most women feel overwhelmed by constant newness, endless shade options, and 10-step routines. This inspired me to launch Minori, a clean makeup brand with no fuss—just intuitive multi-purpose essentials in a tightly edited range of universally flattering shades. Our mission is to make the beauty journey feel welcoming and uncomplicated, especially for those that don’t ordinarily wear makeup. — Anastasia Bezrukova, Founder