About US

💄 About Builtgu

Where beauty meets utility—a brand that believes makeup should work as hard as you do, without compromising on glamour. Our name, a blend of "built" (crafted for purpose) and "gu" (short for "glow up"), embodies our ethos: every product we create is designed to enhance your natural beauty while fitting seamlessly into your busy lifestyle.

🛠️ Our Vibe: Beauty That Works for You

We believe in makeup that multitasks, and our collections are inspired by the needs of modern life:

  • Multi-Functional Formulas: Our "Everyday Hero" line includes tinted moisturizers with SPF 50, lipsticks that double as blush, and cream eyeshadows that stay put for 12+ hours. Our "On-the-Go" collection features compact palettes, travel-sized sprays, and stick-form products that fit perfectly in your purse or gym bag. Our "Workwear Ready" range has long-wearing, transfer-proof formulas that withstand meetings, commutes, and late nights
  • Inclusive Shade Ranges: We offer 40+ foundation shades, 25+ concealer tones, and 30+ lipstick colors, designed to complement every skin tone—from fair with cool undertones to deep with warm undertones. Our "Shade Matching Tool" helps you find your perfect match in seconds, and we offer free samples so you can test before you buy. We also feature models of all ages, genders, and skin types in our marketing, because beauty is for everyone
  • Clean, Skin-Loving Ingredients: We use only high-quality, non-toxic ingredients, like hyaluronic acid, vitamin C, and shea butter, to nourish your skin while enhancing your beauty. Our "Clean Beauty" line is free from parabens, sulfates, and phthalates, and is cruelty-free and vegan. We also prioritize sustainable packaging, using recycled plastic and glass for our bottles and jars
  • Customizable Options: We offer personalized makeup kits, where you can choose your favorite products and shades to create a kit that’s uniquely yours. Our "Build Your Own Palette" program allows you to mix and match eyeshadows, blushes, and bronzers to create a custom palette that fits your style and needs

🧪 Our Craft: Beauty That’s Backed by Science

We don’t just sell makeup—we sell results:

  • Innovative Research: Our products are developed by a team of cosmetic chemists and beauty experts who are passionate about creating formulas that work. We use the latest technology and ingredients to ensure our products are effective, safe, and long-lasting. Our "Science-Backed" line includes products that are clinically tested to improve skin texture, reduce fine lines, and boost hydration
  • Ethical Production: We work with factories that pay fair wages and provide safe working conditions. We believe in treating our workers with respect, and we’re proud to support local communities. We also source our ingredients from ethical suppliers who are committed to sustainable farming and production practices
  • Giving Back: We donate 10% of our profits to organizations that support women’s empowerment and environmental conservation. We believe in using our success to make a positive impact on the world
  • Customer Satisfaction: We offer a 30-day money-back guarantee on all our products, so you can shop with confidence. We also provide free shipping on orders over $50, and we have a team of friendly beauty advisors who are here to help you with any questions or concerns

✨ For You

Whether you’re a busy professional, a frequent traveler, or just someone who loves makeup, Builtgu has something for you. We believe that makeup should be easy, fun, and effective, and we’re committed to making that a reality.

Because you don’t have to choose between beauty and practicality. With Builtgu, you can have both.