About us

We celebrate you and your individuality. We create cosmetics accessible for everyone. Make-up is a playground and yours are the rules of the game. Play with colors and make your custom products unique like you.

As a brand, we appreciate our customers’ individuality and we offer a wide range of top quality products to meet a wide range of needs. We are known for our innovative approach to cosmetics and our broadly diverse product offering, including breakthrough products that have revolutionized a modern approach to makeup. We are the pioneers in the concept of personalized makeup palettes known as Freedom System, unique Duraline as well as the famous AMC Eyeliner Gel, one of the most popular eyeliners around the globe.

The needs of our clients are our needs, and we want to create as many opportunities to meet them — virtually and physically — as possible. This is why makeup enthusiasts can find us in 90 countries in more that 950 locations from Oxford Street in London, to Times Square in New York, to The Grand Canal Shoppes in Las Vegas. We continue to develop and expand our sales channels both online and offline.

We work with renowned fashion designers and houses such as Kenzo, Coach and Badgley Mischka. For many years we have collaborated with producers of Broadway musicals in New York, as the makeup partner for productions like Mamma Mia!, Chicago, The Lion King, and Wicked. We teamed up with Jennifer Lopez launching a limited collection of makeup products.

The combination of modern technology with vivid shades is the embodiment of our collection. We offer over 2500 products, with perfect shades for everyone. We do not test any products or components of our products on animals — you’ll find us listed as one of PETA’s cruelty-free brands. About 60% of our range of products are vegan, certified by V-Label, the globally recognized organization.

We also hold The Halal certificate, covering the majority of our product range. 95% of our products are made in specialized and modern laboratories and production facilities located at the headquarters of the company in Przemyśl (Poland, EU).