About Minori

As Head of Personalization at IPSY, I tested over 4,000 products and helped curate beauty boxes for over 3 million monthly subscribers. My biggest takeaway? Most women feel overwhelmed by constant newness, endless shade options, and 10-step routines. This inspired me to launch Minori, a clean makeup brand with no fuss—just intuitive multi-purpose essentials in a tightly edited range of universally flattering shades. Our mission is to make the beauty journey feel welcoming and uncomplicated, especially for those that don’t ordinarily wear makeup. — Anastasia Bezrukova, Founder Wholesale Information: • Curated assortment — 6 core SKUs designed for simplicity—universally flattering shades, easy for customers to navigate, and requiring minimal staff support • Compact modular display — Takes up under 15” of shelf space • A true discovery brand — Not sold on Amazon, or at Sephora, Ulta, or Target All our products are made with purpose: • Made in the USA • 100% Vegan • Cruelty-Free — Leaping Bunny Certified • Clean Beauty — Formulas exceed stringent EU safety standards and are free from parabens, phthalates, and over 3,000 potentially harmful ingredients • Certified Plastic Negative — 10x our plastic footprint removed in partnership with rePurpose GlobalRead their story