Get 25% off everything in our Black Friday Sale. Ends Monday 2nd December. Use code BLACKFRIDAY at checkout.
Every product you purchase from This is Beauty helps reduce the environmental impact of the beauty industry. Just because there is an imperfection doesn’t mean the product should end up in landfill. What's inside is perfect!
We only partner with trusted retailers and brands with full traceability back to the manufacturing source. All of our products have their authenticity guaranteed and are put through our 6-point quality control process.
Create maximum curve appeal with the benefit Roller Lash Mascara, a curling and lifting mascara that enhances the look of your natural lashes.
Equipped with a 'Hook 'n' Roll' brush, the mascara expertly grabs, separates and lifts lashes, coating them in a curling formula that holds for 12 hours. Formulated with conditioning Provitamin B5 and Serin, the mascara delivers ultimate curl and lift while nurturing and nourishing lashes. Expect longer-looking, curvier lashes. Eyes appear wide awake and energised. Easy to remove.
Your favorite brands and products at accessible prices, with quirks and imperfections and their own story to tell.
Combating unnecessary waste in the beauty industry by purchasing perfectly good products to keep them in circulation for longer.
We’re a movement. A community. A conversation. We’re working with you to have hard conversations and change from the inside out.