THEORY was born
THEORY collaborated with chemists, dermatologists, makeup artists, consumers from all over the world to figure out what would be the ultimate, dream makeup line. Bottom line, versatility, elegance, and durability were the underlying themes. As result, Theory created a diverse lineup of organic, natural, and professional studio grade makeup products for all. Theory is proud of its certified organic, mineral base, paraben-free, vegan, animal-testing free, and hypoallergenic U.S.-made products that give its users safe and healthy products that also maintain its aesthetic integrity.
THEORY Organic Makeup
Our Organic line is made of 100% all natural ingredients, made with over 70% certified organic ingredients. Organic makeup is a healthy cosmetic alternative because it is absent of hazardous materials to your skin that can irritate and damage the skin. This is because organic makeup is comprised of nutrient-rich ingredients to strengthen your skin so that you can maintain your youth. Organic makeup is an investment in your skin's health and beauty because it leaves the skin looking and feeling fresh as it protects and rejuvenates the skin.
THEORY Mineral Makeup
We created a makeup line that is all mineral products. from a range of mineral liquid foundation, mineral pressed powder foundation, mineral bronzer, mineral blush and mineral eyeshadows in both matte and shimmer pay off. Essentially, mineral makeup comprises of fragrance-free and preservative-free natural minerals that have been pulverized into tiny pieces. The use of mineral beauty products for beauty dates to the times even before Cleopatra, Theory’s line of mineral makeup hopes to help customer to obtain healthier skin.
THEORY Professional Natural Makeup
Professional, studio-grade makeup that is infused with natural ingredient to create a makeup collection - that is the best of both world. This line consists of professional products that have essential vitamins and other ingredients beneficial to the skin. This collection caters to makeup artists, brides, and people in the media industry who need their makeup to stay fresh all day long under studio light, rough weather or other surrounding elements.
THEORY Makeup Diary
Our THEORY Makeup Diary will help you get all your products organized. Your eyeshadows, powder and blushes can be on the same compact. You can have your day look and night look on their own compacts or your summer and fall colors in their own compacts.
THEORY strives to make colors for every skin tone and needs. We love to educate everyone about makeup applications and teaching professional techniques into daily makeup routines. We give viable choices to our consumers who want it all: eco-friendly, healthy makeup that has style.
What is your Beauty THEORY?
Based on your lifestyle, makeup needs and wants, we can build a customized beauty routine for you. We assess your existing products to fill in any missing items that you might need or products that can change your makeup routine or solves your makeup challenges.
Daily life is challenging enough already so our makeup routine should be simple! Everyone has their own makeup theory and we will guide you on finding the right combination of products that fit your beauty theory.
THEORY Makeup Application Education
No need to be in the dark on how to apply your makeup. Let our THEORY professional Makeup Artist guide you on how to apply your makeup. We offer makeup lessons for personal or group bookings. Our informative classes can be in-person or online.
THEORY beauty consultants and makeup artists will be able to assist you on finding your own beauty theory. By using our numbered- 12 piece brush set, you will be able to follow step-by-step instructions on how to achieve makeup looks that you desire. Each THEORY brush set purchase comes with a THEORY membership where you will have access to our basic makeup online class.
THEORY Makeup Artist Services
If you want to be pampared on your special event, our artists are available to doll you up. Drop us a line on our website to let us know what you are looking for and we can help you achieve it.