minimalist origins

Minori is an inclusive and conscious beauty brand launching in Spring 2021.

Minori’s mission is two-fold: to create essential makeup products for the everyday natural look, and to advocate the philosophy of mindful consumption as a path to sustainability.

My desire to inspire individuals to become mindful consumers stems from my personal experience. A few years ago, I became conscious that my impulsive buying habit was a root cause for my anxiety. I discovered Marie Kondo, got rid of my clutter, and changed the way I purchase beauty, clothing and everything else. I adopted the “less is more” way of life, began saving more, and most importantly decreased my environmental footprint. I became a Certified Marie Kondo Consultant along the way, with the goal of helping many others facing similar challenges.

As a beauty industry professional, I discovered that most individuals want makeup that gives them a natural glow, is quick and effortless to apply, and is made exclusively with high quality and safe ingredients. Walking through the aisles at Sephora, I was overwhelmed by all the glitter, intense bold colors, and the large assortment of products not designed for everyday life. No brand seemed to truly resonate with my minimalistic approach to makeup.

I set out to change that with Minori.

With this blog, our goal is to drive the conversation around mindful consumption, inclusiveness, and sustainability.

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