Inception of Beauty

In 2017, Inception of Beauty was founded by sisters Sharon and Rachel Chand. With their experience in the makeup artistry and business world, they knew that they had something special on their hands. With their multicultural heritage, the Chand sisters had been frustrated with the options that most makeup brands developed. They knew that if they started their own company, it had to be a brand that flattered all skin tones, ethnicities, and genders. Inception of Beauty was created to help find the perfect lipstick color and eyeshadow palettes for every single user, no matter their background.

This luxurious, cruelty-free makeup company has been developed to empower people. With representation in Vogue and GQ magazine, we believe that it’s a matter of time before Inception of Beauty takes over the cosmetics world!

Eye Makeup

Probably best known for their pigmented eyeshadow, IOB chooses colors that complement just about every skin tone and event. We love the wide variety of colors that the Inception of Beauty Bombshell Eyeshadow Palette provides, from sparkly black to funky pink eyeshadow. It’s hard not to fall in love with a Glitter Eyeshadow Palette, especially one that features five corresponding matte colors! Whether you’re headed on a fabulous night out or want to give your regular look some va-va-voom, this 10-piece set takes your eye makeup to the next level. Use a wet eyeshadow brush for a deeper, more stunning appearance.

Have makeup products fallen short in providing you the perfect eyebrows? Not anymore! The creamy formula of the Inception of Beauty Eyebrow Pomade comes in seven accurate colors which allow to you create clean, sculptured lines. Use on its own or as a brow primer for a flawless look.

False Eyelashes

Unlike damaging lash extensions, wearing fake lashes each day is actually beneficial to hair follicles! The best false lashes (created by Inception of Beauty) increase the appearance of your eyes, creating a doe-eyed look that’s impossible to create with a few swipes of mascara. If you’re taking a break from lash extensions – or simply want a fuller lash line – try these incredible products!

We love the fullness of the Vegas Lashes, which are handcrafted in sections and perfect for people searching for a seductive makeup look. If you wear a winged liner every day and need natural looking false lashes, we can’t think of a better choice than Flirt Lashes.

Blush, Contour, & Highlight Makeup

Highlight is an Instagrammer’s best friend, and it’s not hard to see why! With incredible light-reflecting pigmentation, skin looks more radiant and glowing. Dot and blend the Inception of Beauty Highlighter on cheekbones, down the nose, and along the cupid’s bow for the perfect candlelight effect.

The best contour makeup provides depth and definition to your natural features. Choose a color that’s a few shades darker than your natural skin tone, and glide along your cheekbones, nose, and chin to redefine your makeup look. We love the blendability of Inception of Beauty’s Creme Contour, and are obsessed with the ten shades that provide endless enhancement! IOB has combined these ideas into a single, highly sought after Contour and Highlight Palette. These nine powder-based hues practically melt into the skin, leaving an imperceptible matte finish behind.

Don’t leave home without a cheerful, radiant glow on your cheeks. Using the Inception of Beauty Lavish Blush Palette, you can choose between ten matte blush colors that flatter virtually every skin tone.


Who doesn’t love a matte liquid lipstick? With IOB’s creation, you get full coverage, trending lip colors, and supple hydration that lasts until last call! For the perfect mauve lipstick, reach for IOB Romance. This unreal texture actually adjusts to your lips, and guarantees the smoothest finish.

Cruelty-Free Makeup Brushes

Rose gold is one of the most iconic millennial colors, and this professional Rose Gold Oval Brushes Set couldn’t be cuter or more hard-working. Whatever makeup look your heart is set on, you can easily attain it. The trick is to avoid applying too much product. Apply layers of your makeup more slowly (using circular motions) to save on product and money! For your makeup primer and foundation, we’re obsessed with the Inception of Beauty Palm Brush that allows for incredibly accurate application.

To keep your brushes in tip-top shape, clean eyeliner and eyeshadow brushes every two weeks (and all other makeup brushes at least once monthly) with the IOB Makeup Brush Cleaner. This no mess cleaner fits just about every brush imaginable, and has them clean, dry, and ready-to-use in under a minute.