Our Story

BEAUTIFIED London, is a fusion of innovation, honesty, and empowerment all incorporated into our eye care products, refusing to compromise on quality, transparency, and self-care. Founded by two women and mothers to eight daughters between them, they understand firsthand the importance of beauty products that don’t just enhance but truly nourish and protect.

Like many consumers, we have witnessed the beauty industry flood the market with questionable ingredients—products designed to look good but not necessarily be good for those wearing them.  With our daughters growing up in this world, we felt a responsibility to create safer alternatives.

BEAUTIFIED London was born out of a commitment to providing a lash care line rooted in integrity, high-performance formulas, and the promise of clean, cruelty-free, and as-natural-as-possible ingredients.