U/1ST is an innovative brand that combines makeup with treatment, bringing a new approach to traditional cosmetics. Focusing on natural and effective makeup, the brand utilizes active ingredients that not only beautify but also care for the skin in the long term.

In this interview, U/1ST shares its vision, the values that guided the creation of the brand, and what makes its products unique. From its approach to sustainability to its versatile and effective products, we will discover how U/1ST is redefining the concept of modern beauty, always placing women first.

What was the inspiration behind the creation of U/1ST, and how did the idea of launching a makeup line come about?

U/1ST emerged naturally from reflection. How many hours a day do we spend wearing makeup? Is makeup taking care of our skin?

We often discussed the role that traditional cosmetics assign to women. An externally imposed beauty standard that forces one to become someone else, resembling an unattainable and distant model. It demands that we are always perfect for others. An outdated model of womanhood that prioritizes appearance, the supposed obligation to be beautiful and attractive, relegating women to the background. All of this in the 21st century? We decided to take action and gradually began to think about creating cosmetics for women who know what they want, who own their lives, their beauty, their own well-being, and who aspire to a different model of beauty.

Makeup makes you feel more beautiful and confident. The key is to shift from "looking good" to "well-being."

It’s no longer about being beautiful for others, but about feeling good about yourself, feeling beautiful for you and by you. In short, putting yourself first.

And what better way to do this than by incorporating active treatment ingredients with short- and medium-term results to continue caring for your skin?

What sets U/1ST apart from other makeup brands on the market?

At U/1ST, we are pioneers. We like to think that U/1ST is an attitude; it’s not just makeup because we don’t follow the rules of a specific category. We are the brand that unites color and treatment.

Our line is small, with few products, but we have an obsession with detail: the strength of branding and design, formulas with impeccable finishes on the skin, hybrid textures, and specifically selected active ingredients for each product according to the area and application needs, providing skin benefits.

With the increasing demand for eco-friendly makeup, what is U/1ST's approach to sustainability?

Consumers are becoming increasingly demanding about the types of formulations and products they use. This focus is very important to U/1ST because our motto is "less is more." We have few products, but they are excellent. We worked on formulas that ensure efficacy and skin care thanks to the actives. Many of these actives are biotechnological because we believe it’s unnecessary to exploit nature’s resources if that ingredient can be synthesized in a lab.

Another important point is that at U/1ST, we have a blacklist of ingredients: all our formulas are vegan (we do not use any animal-derived ingredients), we do not use paraffins, and most products are fragrance-free.

What makes U/1ST the ideal choice for those seeking effective makeup?

Without a doubt, the excellence of our products. From the choice of packaging, which provides an easy, intuitive, and precise user experience, to the galenics, with textures designed to be applied without brushes, easy absorption, and a "second skin" effect, and, of course, the actives that provide skin benefits in the short, medium, and long term.

What is U/1ST's most popular or best-selling product?

When we launched the brand, our star product was the Lip Balm Serum Gloria, a lip balm that, once tried, leaves no one indifferent. However, over time, we have seen that our Brightening Concealer is surprising and being very well received. To the point that it has become our best-seller. We have the most universal shade, which adapts to all skin types. Its texture is very pleasant, it does not settle into fine lines, brightens the eyes, and leaves a revitalized effect – it’s truly wonderful. Now that we are entering the Portuguese market, we are excited to discover which product will be the most successful among our Portuguese community.

What is U/1ST's most versatile product that can be used in various ways or for different occasions?

Most of our products are versatile, and that’s what we aimed for when launching the brand. Why not use a lipstick as blush or even as a concealer? Our Serum Blush can be used on the cheeks, eyelids, and lips. Our concealer can be applied around the eyes and on other areas of the face to enhance and illuminate. Our serum foundations can be used for contouring with darker shades and for highlighting with lighter shades. At U/1ST, we want you to experiment with makeup, be surprised by the ease of application, and fall in love with the finishes and results on your skin.

¡Muchas gracias! Obrigada 😊