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Our Story

Founder Story

Minori Beauty - Founder

Minimalist Origins

Like many millennials, I entered adulthood during the rise of social media-powered consumerist culture. As I hit my late 20’s, I found myself spending time, energy, and money acquiring things I did not need. I realized that my anxiety and sense of unfulfillment went hand-in-hand with my impulsive shopping habit, and I needed a solution.

A friend introduced me to Marie Kondo’s method of tidying up. As I immersed myself into the practice of decluttering, I learned about the benefits of slow living and the minimalist lifestyle. The positive impact extended beyond just having extra breathing room in my apartment—I gained a renewed sense of control and freedom which curbed my anxiety levels.

Wanting to help others experience the same feeling of liberation, I became a certified Marie Kondo Consultant as a side hobby to my career in the beauty industry. I quickly realized that I was not alone in feeling overwhelmed by the overabundance of things in our lives. In particular, my clients were struggling with owning too many beauty products they were hardly using. They expressed a desire to be more mindful with their purchases.

I decided that a purpose-driven brand focused on high-quality, consciously formulated everyday beauty essentials had to exist. Now, after months of hard work, I am so excited to launch Minori—a brand with heart and soul that takes the guesswork out of beauty, founded on the ethos of minimalism. Minori’s mission is to promote mindful consumption as a path to sustainability. Consider this your personal invite to join me in taking a more mindful approach to beauty and beyond!

Anastasia Bezrukova - Founder

Anastasia Bezrukova,

Our guiding principles

Consciously formulated.

We are intentional and transparent about what goes into our products. All our formulas are vegan, cruelty-free, and meet or exceed the ingredient safety standards put forth by the three largest North American clean beauty specialty retailers.

Everyday essentials.

We promise to create only essential products that simplify your daily routine and celebrate your natural beauty.

For everyone.

We are inclusive in every sense of the word. Regardless of your skin type or tone, beauty know-how, or where you are on your path to mindfulness, our makeup is meant for you.

Learn more


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