About Habit Cosmetics

Our goal is to create clean beauty products that work for everybody. That means: - Toxin-free, bio-based, breathable blends proven to boost nail and skin health - Leaping Bunny and PETA-certified vegan and cruelty-free formulas - FDA-approved and EU-compliant ingredients - Inclusive color palettes and accessible price points - Sustainability packaged and recycled components -------------------- I founded Habit in 2013 because I saw an open space for a brand offering everything I was looking for in a nail polish. And more specifically, as a woman of color passionate about both plant-based nutrition and makeup, I rarely saw women like me represented in the wellness industry. So in launching Habit, my goal was twofold: to build an inclusive clean beauty brand, and to create amazing products. Ultimately, Habit is about more than beauty. 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. We also intentionally keep our pricing on the low end for similar ingredients and packaging, because better choices should be affordable to everyone. I believe that getting ready for your day should be toxin-free, guilt-free, fun and easy. And I believe that the wellness movement is for everyone. Habit is clean beauty for colorful people. And if you identify as bold, fun and creative, then this brand is for you too! XO, Aja FriersonRead their story