About Us

Behue: Be Unapologetically You.

Hello and Welcome to Behue Beauty!

I was inspired to create this brand from my experiences as a South Asian woman growing up and living in a western culture. My goal was to create an inspirational, fun and inclusive space for ALL people - and most importantly for all skin tones - to be adventurous with makeup designed specifically for them. The beauty industry has not catered for those of us with deeper complexions for far too long and I hope to help close this gap for us.

Like many other people of colour, I‘ve struggled with altering my appearance from a very young age to 'fit in' with western beauty standards only to be told 'I wish I was dark like you' when my fairer counterparts talk about their tanning goals. So, I decided to channel the feelings that resulted from such statements - and many others - into something positive and empowering for not only myself but all my sisters, brothers and aunties out there on a similar journey.

My products have been created with a range of skin tones, shades, and moods in mind so you can easily find a product to complement YOU at any time of the day. They all also boast a range of natural ingredients designed to nourish and protect your skin - not just make it look good. The philosophy for my brand is to create an inclusive range of makeup to balance and enhance your features, not cover up or correct them. I hope my products give you the confidence and courage to go out into the world and slay at whatever you set your mind to!

- Founder and fellow Behue babe