As Head of Personalization at IPSY, Minori founder Anastasia Bezrukova tested over 4,000 beauty products and helped curate monthly boxes for more than 3 million subscribers. Her biggest insight? Most women feel overwhelmed by constant newness, endless shade choices, and complicated routines.
This realization led her to create Minori, a clean makeup brand focused on simplicity. Minori offers a tightly edited collection of intuitive, multi-purpose essentials in universally flattering shades. The mission: to make beauty feel approachable and effortless, especially for those who don’t typically wear makeup.
