Goodthings Takeover: Minori

Shop our pop-up with Minori, a clean makeup brand that focuses on multi-purpose essentials in a tightly edited range of universally flattering shades. Founder Anastasia Bezrukova tested over 4,000 products and helped curate beauty boxes for over 3 million monthly subscribers as the former Head of Personalization at IPSY. Her biggest takeaway was that most women feel overwhelmed by constant newness, endless shade options, and 10-step routines. The brand's mission is to make beauty feel welcoming and uncomplicated, especially for those that don’t ordinarily wear makeup. Minori makes easy-to-use products that encourage sustainable and responsible consumption. Minori is Certified Plastic Negative—for every product they sell, they contribute a percentage towards vetted impact programs that will remove ten times as much nature-bound plastic.