About Habit Cosmetics

Our goal is to create conscientious beauty products that allow everyone to look and feel good. To us, that means: - Non-toxic, vegan, cruelty-free formulas (Leaping Bunny and PETA certified, FDA-approved and EU-compliant) - Fresh + inclusive color palettes - Multi-tasking products - Beneficial ingredients - Sustainability packaged and recycled components - Accessible price points -------------------- I founded Habit in 2013 because I recognized a unique need within the clean beauty space. As a woman of color who was passionate about both plant-based nutrition and makeup, I rarely saw people who looked like me and shared my values reflected. So I set out to build a healthy, conscientious, and inclusive clean beauty brand with formulas that improve nail and skin health. Ultimately, Habit is about more than beauty products. It’s about making better options accessible and a better world possible. To support that goal, we dedicate a percentage of our sales to support food equity in Los Angeles and waterway cleanup around the world. Our commitments to our communities and our planet will continue to grow along with us. At its core, beauty is about empowering people to claim their wellness and build their confidence. It can and should be healthy, ethical, and fun for everyone! XO, Aja FriersonRead their story