In an industry saturated with thousands of new product launches each year, it is rare to find a brand driven by a mission that fundamentally challenges the status quo. YOM Beauty isone such newcomer, emerging not merely to fill a gap on a shelf, but to expose a significant blind spot in cosmetic regulations. By prioritizing safety, performance, and education, the brand is setting a new gold standard for lip products.

Co-founder Laura, a former beauty attorney, brings over two decades of industry experience to this endeavor. Her transition from brand consultant to a reluctant founder
was sparked by a profound personal journey and an eye-opening realization about how we regulate the very products we apply to our most sensitive skin daily. As Laura notes, "I really didn’t think the world needed any more beauty brands," yet she felt compelled to act upon discovering the stark reality of current lip care formulations."

To combat this, they have established a nonprofit organization to house their research on lip permeability, aiming to wake consumers up to the potential risks they face when using conventional, plastic-heavy products.

Setting a New Gold Standard

YOM Beauty’s mission is centered on proving that high performance does not require compromising on safety. The brand has introduced a rigorous approach to formulation,
ensuring that every product is not only cosmetic-grade but also food-grade certified to meet stringent standards. This commitment is a response to the disturbing prevalence of
microplastics in traditional lip glosses and lipsticks, a hidden source of contamination that many consumers are entirely unaware of.

The brand’s philosophy is deeply personal and holistic. As Laura states “Our philosophy is what’s on the outside is what’s on the inside. You put something on your lips, it becomes apart of you”. By ensuring their entire packaging, from the glass to the spatula, is made from clay and plant-based materials that degrade into zero microplastic fallout, they are demonstrating that true responsibility extends far beyond the formula itself.

The Importance of Awareness

Education is as crucial to YOM Beauty as their product line. The brand recognizes that consumers have been misled by marketing, often ignoring the risks posed by ingredients
hidden behind terms like flavor or fragrance. To combat this, they have established a nonprofit organization to house their research on lip permeability, aiming to wake consumers up to the potential risks they face when using conventional, plastic-heavy products.

The goal is not to spread fear but to empower consumers to make informed choices. Laura explains their approach “We don’t want to be fear-mongered and to be told that something that makes them feel so pretty is not that great to be ingesting or absorbing”. By leading with performance and proving that safer alternatives exist, YOM Beauty hopes to create a movement where consumers demand the transparency and safety that they rightfully deserve.

Her transition from brand consultant to a reluctant founderwas sparked by a profound personal journey and an eye-opening realization about how we regulate the very products we apply to our most sensitive skin daily.

Paving the Way Forward

Looking ahead, YOM Beauty aims to expand its impact by continuing to challenge industry norms and fostering partnerships with retailers willing to embrace this new standard. Their journey has already resonated with consumers, proving that there is a significant appetite for products that align with personal wellness and environmental responsibility. Despite being just a few months old, the brand has already sparked crucial conversations about the necessity of rethinking lip care.

Ultimately, YOM Beauty stands as a testament to the power of a clear, mission-driven vision. By refusing to accept the business as usual; approach of the beauty industry, Laura and her team are carving out a new path that prioritizes consumer health above all else. Their story is a reminder that when founders are willing to do the hard work and stick to their values, they have the potential to transform entire categories and improve the daily lives of millions.