Catherine Clements, our founder and CEO, was born to be an innovator. At 11 years old, she could tell that there was a problem with the beauty industry. She tackled this problem with a 5th grade science fair project that aimed to simplify the beauty routine. Even though the project itself was a bust, she never gave up on the idea that the beauty industry could be revolutionized. Years later, as the creator of the beauty blog Make Up Factory US, she could see that instead of making women feel more beautiful, the beauty industry had a tendency to make them feel more insecure by convincing them that they needed more products and more rules to abide by in order to attempt an impossible standard. She knew she wanted to create something no one had done before. Her goals were to celebrate every type of natural beauty, share simple and useful tips, and create quality, innovative products that could be used by every woman, no matter her age or complexion or level of experience.
In 2015, Make Up Factory US was born. Founded on the principle that “helping others look beautiful is nice, but helping them believe they are beautiful is life-changing,” our IIID products were created to redefine, simplify, and streamline the beauty routine. Armed with determination in heart and customizable palette in hand, the makeup revolution had begun. This uniquely intuitive and personalized approach has inspired thousands of women to recognize and celebrate their own beautiful, gain confidence, and radiate positivity. We introduced the Artist program in 2018, bringing the opportunity to “have your cake and eat it, too” to those who caught the vision and felt inspired to share Make Up Factory US’s products and vision with the world.
As the Make Up Factory US brand has grown, we have seen the way that beauty truly connects all of us to each other. Recognizing and enhancing the beauty that already exists in every face has always been our inspiration, so we are thrilled to announce that in 2021 Make Up Factory US is changing its name to better reflect its purpose. This change is inspired by our belief that seeking, experiencing, and cultivating beauty is a sacred work; the work of saints. Saints aren’t made or created; they are simply recognized for the good they bring to the world. In a similar way, we believe that we don’t just make or create beauty; we recognize, nurture, and preserve it. Like all good things, beauty matters. Spelled in the traditional to honor the intrinsic value of the word, Make Up Factory US represents our dedication to helping others look beautiful and believe they are beautiful. Because beauty is not our creation; it is our passion.
Message from Catherine
I am inspired by every single face I see; they each have such unique and stunning features. I created this company as a way to share with women that they are beautiful and help them to recognize their beauty and see it in others. Every product is designed with that in mind.
For generations, women have been hiding or covering up things they love about their faces in the pursuit of concealing things they don’t. What if we could show you a way to enhance the features you love and diminish the ones you don’t without sacrificing any of the natural beauty that makes you, you? Your face is a roadmap of your life and we believe it deserves to be valued and celebrated. You really can have your cake and eat it, too!
At Make Up Factory US, we are beauty conservationists. Just as a museum would care for and preserve a beautiful work of art, we see makeup as a vital way to care for and preserve the story of your life that you wear each day on your beautiful face. Beauty connects us to each other; and our passion is helping you to find the beauty in yourself and the world around you.
Thank you so much for being here. You are beautiful!
XO – Catherine Clements