As a lifelong lover of beauty, I’ve always been fascinated by the power of makeup. It’s not just about enhancing physical appearance; it’s about expressing yourself, boosting confidence, and celebrating individuality. But for a long time, the beauty industry didn’t feel inclusive to me—or many others like me. That’s why I created IA Beauty, a brand rooted in inclusivity, education, and essentials.

From Passion to Profession: My Time in Beauty Retail

Before launching IA Beauty, I worked in beauty retail for a top prestige brand. On paper, it seemed like a dream come true—a job where I could immerse myself in makeup and skincare all day. I loved connecting with customers, helping them find the perfect product, and watching their faces light up when they saw the results. But there was one glaring issue: many of the products I sold didn’t cater to people who looked like me.

As a Black woman, I often found myself selling foundations, powders, and concealers in shades that didn’t match my skin tone or lipsticks that didn’t flatter my undertones. While I excelled as a top seller, I couldn’t help but feel disheartened knowing that I was promoting products I couldn’t even wear. How could I genuinely celebrate the beauty industry when it didn’t celebrate me?

From Frustration to Inspiration

This disconnect sparked a deep desire to change the narrative. I wanted to create a beauty line that didn’t leave anyone out—a line where everyone, regardless of their skin tone or level of expertise, could find something that worked for them. I knew firsthand how overwhelming it could feel to walk into a store filled with endless options and no clear guidance. What should be an empowering experience often felt confusing and exclusionary.

That’s where the idea for IA Beauty was born: a brand that simplifies beauty while championing inclusivity.

The IA Beauty Philosophy: Essentials Made Easy

At IA Beauty, we believe in the power of essentials. Makeup shouldn’t be complicated or intimidating; it should be straightforward and enjoyable. That’s why our initial product line is focused on versatile, high-quality staples: lip glosses, lip liners, and cream blushes. These products are designed to work seamlessly together, making it easy to create polished looks whether you’re a beginner or a beauty pro.

But IA Beauty isn’t just about products—it’s about education. I want every customer to feel empowered to use makeup as a tool for self-expression, not a mask to hide behind. Our tutorials, guides, and community resources aim to demystify makeup, showing that beauty is for everyone, no matter where you’re starting from.

A Brand for Everyone

Creating IA Beauty is my way of rewriting the story I experienced in beauty retail. It’s a brand that celebrates individuality, fosters self-love, and provides tools for anyone to feel confident in their skin. At its core, IA Beauty is about more than makeup—it’s about building a community where everyone feels seen, heard, and beautiful.

I’m so excited to share this journey with you. Together, we’re redefining beauty one essential product at a time.

Let’s glow together.
💄 India Hester
Founder, IA Beauty