As Head of Personalization at IPSY, I tested over 4,000 products and helped curate beauty boxes for over 3 million monthly subscribers.
My biggest takeaway? Most women feel overwhelmed by constant newness, endless shade options, and 10-step routines.
This inspired me to launch Minori, a clean makeup brand with no fuss—just intuitive multi-purpose essentials in a tightly edited range of universally flattering shades.
Our mission is to make the beauty journey feel welcoming and uncomplicated, especially for those that don’t ordinarily wear makeup.
