Julep
Welcome to a Brave Pretty New World

When did makeup become so serious? So intimidating?
Let's take the pressure out of beauty. Just try it. Own it. Make it yours and make it fun.

When did makeup become so serious?
So intimidating? Let's take the pressure out of beauty. Just try it. Own it.
Make it yours and make it fun.

Brave Pretty Starts Here

We asked women about their typical makeup routines.
Then we challenged them to step outside their beauty comfort zones.

See what happened, and try it yourself.

We asked women about their typical makeup routines. Then we challenged them to step outside their beauty comfort zones.

See what happened, and try it yourself.

Our Manifesto

Pretty is precious.
It's dainty. And polite.

Pretty follows the rules.
Never speaks out of turn.
And always asks for permission first.

Let's stop it with the pretty, please.

It's time we take that box of crayons we call makeup.
And draw outside the lines.

Whether we're doing the boldest eye
Or nudest lip.
All that matters is that we're trying it.
And having fun with it.
Knowing that there are no mistakes.
No judgments.

Because pretty shouldn't be something we define for you.
It's whatever you choose to show us.

BRAVE PRETTY

#bravepretty

Download a card and tell us what Brave Pretty means to you.

Download a card and tell us what Brave Pretty means to you.