Skin-first makeup

Formulated by skin experts.

Chosen by AI

Our formulas know you.

Vegan & cruelty-free

Obviously — it's 2024.

LGBTQ+ Owned

Because makeup is colourful.

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Ringlight - Smart Gloss®
Ringlight - Smart Gloss®
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Smart Gloss® shades were picked for you by AI.

We used millions of data points to find the top 5 most versatile and wearable shades that work on all skin tones.

A lip-first approach.

Imagine the power of a lip balm, in gloss format. The skin on your lips is highly sensitive and constantly exposed. Our skin-nourishing ingredients help combat dry, cracking lips with perfect color payoff.

A Pro-MUA Formula.

Smart Gloss® is trusted by professional makeup artists for all day, shoot-ready wearability.