OUR THEORY: BEAUTY IS FOR EVERYONE
The beauty industry can feel complicated: brushes, blending, barely knowing where to begin. Beginners feel stressed about starting, and even those who’ve been experimenting for decades can feel lost as beauty evolves.
But our theory is that beauty is more simple than it seems. Pro-level application is no longer over your head. It’s here: everything the pros use, everything beginners need to know, sealed with a Glam Theory
kiss. Our high-performance brushes make professional results attainable and achievable by you.
THE BEAUTY THEORY THAT BACKS OUR PRODUCTS
Our founder Eliza was asked to spill secrets, begged for her techniques, texted for tutorials and trusted on beauty lovers’ biggest days. How do you do it, everyone asked, what’s the theory?
Our theory is beauty should be attainable by everyone, so we’re kicking down the doors on beauty education. Beloved by pros and built for beginners, our brushes do the heavy lifting on your best blend and bronze, so you can master your makeup without sitting in an artist’s chair. Then we bust myths and
break barriers on the techniques and tips the pros use, teaching you to use your brushes expertly and achieve birthday-worthy looks every day.
Glam Theory was built to put perfect application in your hands — starting with our chic and high-performing brushes, then backed by our dedication to education.
Our brand journey
Media Features
As seen in...
Style Magazine
What’s the one thing TikTok loves more than a life hack? A beauty dupe, of course! The latest star in the spotlight is Glam Theory Cosmetics’ affordable foundation brush, which beauty lovers are raving about as a near-perfect match for the luxury Hourglass Foundation Brush. This kitten-paw-shaped marvel glides across your skin, blending liquid and cream foundations effortlessly for a flawless finish—no MUA skills required! And at just $35, it’s turning heads (and saving wallets). No wonder it’s sold out multiple times.
Yahoo Lifestyle
Any beauty lover or makeup artist will tell you — a great look starts with the right tools. A good makeup brush makes all the difference. Not only does it help you apply product quickly and evenly, but it also keeps things tidy and reduces waste.
There's just one problem: really good brushes can be cost-prohibitive and also tricky for beginners to use.
For makeup artist Kasia Stanicich, Glam Theory makeup brushes are the perfect antidote to both of these problems, in part because they were developed by a fellow makeup artist.
