Our Story

International Makeup was found in the summer of 2016 with a simple purpose—to create a
community where beauty lovers could share their collective beauty wisdom. It was found by a
girl named Henaa (@henaahainaamakeup on Instagram), a beauty junky herself with a thirst for transparency and products that deliver. People loved it, and our community grew to hundreds of thousands in a few short months.

Tired of just looking at the products online from US and UK and not having them in my vanity, it was high time for a change in the way we approached beauty and got what we desired. We pooled our resources with our expert panel to create a site that embodies our wish list of products, features and uncluttered design.

International makeup rapidly became a valuable resource for the discovery of beauty products.
Yet the experience felt noticeably incomplete because we weren’t able to assist our members in
purchasing the amazing products they loved. This led us to launch our own online website in
2017

Our mission is to demystify the beauty industry, combining consumer trials with the vast knowledge of our expert panel to filter out the bloggers and braggers from the gems that do what they say on the tin.

We feel that the world is not short of beauty products, stores, or stories, but somewhere along the
way, it became sort of specialness. International Makeup exists to find exceptional products, tell
the inspiring stories behind them, and deliver them with thoughtfulness. We believe an amazing
customer experience is driven by a personal relationship with our customers.

We are still in the early part of our journey. There are so many more stories to tell and
relationships to build. We hope that you join us as our story unfolds.