How it all started
Yourself Beauty was founded by Alyona, a lifelong beauty lover whose fascination with cosmetics began as a simple hobby and grew into a deep passion.
Over the years — through her page Maquillage Couture — Alyona shared her appreciation for makeup and skincare, but also developed a growing curiosity about what truly makes a product exceptional.
During the pandemic, that curiosity turned into a mission, Alyona began to notice that many of her favorite products had quietly changed — new formulas, discontinued lines, and no real explanations from the brands.
It sparked a realization: we often don’t really know what’s inside the products we trust the most.
From Conception to Creation
Determined to understand more, Alyona embarked on a long journey to develop and produce her own formulas.
What she discovered was eye-opening — even in the most “premium” products, ingredient lists were filled with unnecessary fillers or questionable additives that added little benefit to the skin.
That experience became the foundation of Yourself Beauty: a brand built on honesty, quality, and complete transparency.
Every ingredient we use is there for a reason — and everything unnecessary is left out. It’s been a challenging process, but one we’re deeply proud of.
Each product represents years of learning, testing, and a genuine love for beauty in its purest form.
Our Vision
At Yourself Beauty, our vision is simple: to redefine what quality means in beauty.
We believe that what’s inside a product matters most. Each formula is made with meticulously selected ingredients — chosen for their proven performance, safety, and skin compatibility.
We follow an extensive blacklist of ingredients we refuse to use, ensuring that every product reflects our core values: integrity, transparency, and care.
Our mission is to empower you to embrace your individuality — and to feel confident knowing that what you’re putting on your skin is genuinely good for you.
More Than Beauty
Yourself Beauty isn’t just a beauty brand — it’s a reflection of our values.
Born from curiosity and refined through persistence, it represents a return to what beauty should be: simple, transparent, and real.
For Alyona, this is more than a business — it’s the realization of a lifelong passion, a promise to never compromise on what truly matters: products that care for your skin, celebrate your individuality, and let you feel completely yourself.
