It takes a lot to catch the eye of the team at Beauty Brief HQ with the sheer volume of brands we encounter on a daily basis, so when we got connected with one that managed to do just that - we were over the moon. We're pleased to introduce you to For Arts Sake Cosmetics.
While clean girl makeup may be at the top of the trends aesthetically for quite some time now, what we were most excited to see is a brand who's entire identity is about serving more, not less. The vibrancy and playfulness expertly executed by the brand is beyond refreshing in 2024.
Its founder and CEO María Coello tells us that her brand is designed for individuals who view makeup as a form of creative expression, not just a daily routine.
"Our brand is for those who are bold, daring, and unapologetically themselves. It’s a brand meant for people [who] embrace their unique style."
Headquartered in New York City, For Arts Sake takes plenty of inspiration from its surroundings. Coello describes that the energy, diversity, and creativity so prominent in NYC is a reflection of everything the brand brings to market.
"The beauty scene here is constantly evolving, and there’s no one standard of beauty," she explains.
The founder describes the For Arts Sake ethos as being focused on the empowerment we get from embracing our creativity as humans. She believes that makeup should be fun, expressive, and just as unique as the individual person wearing it. And we couldn't agree more.
"We want everyone to feel like they can explore different sides of themselves through our
products," Coello says.
We wanted to know more about how For Arts Sake intends to navigate the saturated beauty space as a new indie brand on the market.
Coello explains that "while many brands focus on trends, we focus on timeless creativity. We’re also committed to our philanthropic efforts, which give our customers a sense of purpose behind their purchase."
Our team noticed the way that philanthropy is clearly ingrained in the essence of the For Arts Sake brand. They partner with various non-profit organizations here in the US and donate a portion of their proceeds towards the support of these groups.
"The arts are often underfunded, and we want to ensure that future generations have the opportunity to experience and create art. It’s not just about giving back — it’s about sustaining a culture of creativity," the founder says.
We found the current product selection to be unique and eye-catching and instead of following the masses, something that is increasingly frustrating for those working in the beauty space and consumers alike, For Arts Sake has opted to curate its collection based on what feels most innovative and inspiring.
The brand approaches its product development process from a deeply consumer-centric lens.
"[It] is heavily influenced by our client’s needs. We experiment with formulations that reflect our brand’s ethos, ensuring that each product is both high-quality and versatile. The process is very collaborative, as we want each collection to speak to the needs of our customers while staying true to our vision."
Coello's personal favorite product from her lineup is the Sunflowers Palette.
"Van Gogh is my favorite painter, and this palette was a tribute to his iconic work 'Sunflowers.' What makes it even more special to me is the story behind the painting — it’s a tribute to his friendship with Paul Gauguin, another artist I greatly admire.
In the short term, For Arts Sake is focused on expanding its product range and increasing visibility
through impactful marketing campaigns.
"Ultimately, we want to become a global brand that challenges conventional beauty norms and fosters a community where creativity is celebrated. We aim to bridge the gap between art and makeup in a way that empowers people to express their authentic selves."
Its muses as a brand are those who push boundaries, embody creativity, and inspire us to view
beauty in new, unexpected ways.
"It's important to me that each collection tells a story through the lens of art," the founder explains.
What's to come for For Arts Sake?
Coello shares that we can expect to see a new launch coming soon: a lip buff product that focuses on getting lips prepped for a flawless finish while adding nourishing hydration. Additionally, keep a look out for a new peel-off lip tint that will provide super long-lasting color.
With her brand, the founder has the ability to combine her two passions: art and beauty, and to create something meaningful to share with the rest of the world.
"The ah-ha moment came when I realized that makeup could be more than a beauty routine. It could be a form of expression, just like a painting or a sculpture," she says.
Adding that "one of the greatest joys has been seeing how our products inspire creativity in our customers. Watching someone take our makeup and transform it into a work of art is incredibly fulfilling."
The Beauty Brief Recommends:
Comments