Makeup and beauty have become extremely complicated with a dizzying array of products in the marketplace that often disappoint. The beauty business is a big one too and it largely exists to tell you what you are supposed to look like.
For decades, they’ve been selling customers the idea of perfection, and an idealized standard of beauty that people buy into because from a young age they are told what they should look like. If we cannot achieve this ideal standard (and we cannot), we will either give up or we will pursue this impossible task year after year with yet another product attempting to get us there. Either way, what has happened is the autonomy of our appearance has been taken out of our hands and put into the hands of an industry that purportedly knows better.
This is not the case with Genuist Beauty. Our company was founded by beauty veteran, Alyson Howard-Hoag, with over 30 years of experience working in the trenches of the beauty industry who saw first hand the damage that has been done to hundreds of thousands of women in pursuit of impossible standards of beauty that don't apply after a certain age and more importantly, don’t allow your authenticity to shine through.
As her rallying cry for all women and with the aim of making the beauty industry genuinely gorgeous, Alyson launched her cosmetics line, Genuist Beauty, in 2023 so that her clients love what they see when they look in the mirror using products they can have fun with and can feel good about applying.
Perhaps more importantly, Alyson created Genuist Beauty for people who embrace their lives at all ages and stages of their lives with authenticity and purpose, who want to put their best faces forward and who refuse to lose their identity in the process. Genuist Beauty is about you being you and looking like the most fabulous you as you evolve over time because we believe that your authentic beauty should mirror you.

Genuist Beauty

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