Minori is makeup for people who don't wear makeup.
Early on, we called ourselves a minimalist makeup brand, which was true of the product. But it didn't capture who we were making it for. Our customer isn't necessarily a "makeup person," she has better things to do than manage a ten-step routine, and she wants to look like herself, not made over. Once we said it that way, the tagline just fit, and it's been ours ever since.
The name Minori comes from "minimalist origins," and from the Latin word for less. We started with a simple observation: nearly half of women don't wear makeup regularly, and when they do, they reach for something wearable and natural, within their comfort zone, not whatever's trending. Almost no brand was making anything for them.
We launched in 2021 with three products, lip gloss, cream blush, and cream highlighter. Five years in, we expanded carefully, on our own terms, adding mascara and sunscreen, and kept the promise we started with: a small, thoughtful line, made in the U.S., bootstrapped from day one.
MISSION
We believe you are enough as you are, and that makeup should never feel like something to master. Minori's mission is to make beauty simple and approachable, so it gives you back time for the rest of your life.
PURPOSE
Beauty shouldn't feel overwhelming, but for most people, it does. Our purpose is to push back against a culture of buying more than you need, and prove that fewer, better choices are enough.
Minori sits in the "slow beauty" space, prioritizing fewer, better products over frequent launches. Our products are designed to be universally flattering, built to work across skin tones rather than requiring a dozen shade options.
Every Minori product has to earn its place in the collection. We'd rather make one shade that works for almost everyone than ten that each work for a few. That's why our blush and highlighter come in just a couple of universally flattering shades, and why most products can be worn on lips, cheeks, or eyes.
We don't add new products often, and when we do, it's because we're confident it deserves to exist, not because it's trending. The goal isn't more, it's better: fewer decisions, less clutter, products that actually get used up instead of sitting in a drawer.
Our approach to ingredients is simple: do no harm, without the fear-mongering. We use a mix of natural and lab-made ingredients, vetted to Credo's Clean Standard. We're Leaping Bunny certified, vegan certified, and Plastic Negative certified through Repurpose Global, and every product is made in the U.S. - Sunscreen in California, lip gloss and mascara in Texas, cream blush and highlighter in Pennsylvania.
Meeting Credo's bar took real work. Over the past two years we moved to more than 50% recycled packaging, and reformulated our blush and highlighter specifically to meet Credo's standards ahead of their fall 2026 launch.
Ana Bezrukova immigrated to Canada from Kazakhstan as a child and grew up watching her parents work multiple jobs to build a new life. That work ethic followed her through a career in beauty: buyer roles at Well.ca and Sears, then years at Ipsy, where she personally tested thousands of products and learned what actually makes people feel good in their routine.
In her twenties, Ana went through her own minimalism journey, using the KonMari method to work through years of impulsive shopping, and became a certified KonMari consultant herself. Then, while planning her wedding, a jarring makeup trial and an overwhelming trip to Sephora, despite being a beauty industry veteran, made her realize how few brands existed for people who found makeup overwhelming rather than exciting.
She and her husband bootstrapped Minori from scratch, spending three years building the brand before launch. Ana opened the box on Minori's first finished product in March 2021, and the brand launched three months later.
