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Selma Blair joins
GUIDE Beauty

creating a culture
of empowered beauty

An idea born out of love and challenge

GUIDE Beauty, led by Founder Terri Bryant and Chief Creative Officer Selma Blair, is redefining the beauty industry with award-winning, uniquely designed and simply beautiful products that bring joy to a broad universe of makeup users.  From the beginner learning new techniques, to those who have challenges with movement or strength, and even the professional makeup artist on set, our mission is #ConfidenceByDesign.

Terri Bryant spent her career as a celebrity makeup artist and beauty educator.  At the height of her career Terri started to experience a loss of dexterity in her hand which led to challenges applying makeup.  Eventually she was diagnosed with Parkinson’s.  Empowered by knowledge and a life-long love of makeup, Terri set out to create a better and easier way. Now alongside Chief Creative Officer Selma Blair, who revealed her diagnosis of Multiple Sclerosis in 2018, GUIDE Beauty is changing the game in the beauty industry and developing a culture of broader inclusion through Universal Design. 

We are proud of being one of the trailblazers, and thankful for every ally and advocate that has used their platform to share our story. We’re grateful for the meaningful and constructive messages we receive, and consistently strive to have a positive impact on our community. Thank you for the love and support. We’re excited to invite everyone to join our community and celebrate each other while we amplify our narrative of inclusive and universal design.

#ConfidenceByDesign

Inclusivity Is Our Culture

Universal Design
is Our Method

We started by listening to makeup users who shared their most common challenges. We knew there had to be an easier and better way to apply makeup. So we took what we heard to our design team and ergonomic experts to create proprietary and innovative tools that literally GUIDE your hand. We then worked with our chemists to introduce unique formulations that are as forgiving as they are luxurious and, of course, cruelty-free, vegan, and thoughtfully formulated without toxins and harsh ingredients. And then we made it all look beautiful!

We obsessed over everything, from how the tools fit in your hand to how the formulas glide over your skin. The result: a new breed of beauty products that puts an end to uneven eyeliner, mascara slip-ups, blotchy brows, and patchy pigments. GUIDE BEAUTY offers a truly fresh approach to makeup that puts artistry into your hands.

Cruelty-Free
Vegan
Clean
Universal Design
Ophthalmologist Approved

Mindful Matters

Because It Matters

Guide Beauty is a cruelty-free cosmetics brand. This means that we do not test on animals at any stage of product development, and only work with vendors who uphold the same standards. As members of PETA’s Beauty Without Bunnies Program, you will find us listed amongst our cruelty-free friends at PETA.org.


All Guide Beauty products are Vegan certified. This means our formulas do not contain any animal ingredients or animal-derived ingredients. This includes, but is not limited to, honey, beeswax, lanolin, collagen, albumen, carmine, cholesterol, gelatin, and many others.

All Guide Beauty products are gluten free.

Formulated
Without

Parabens

Sulfates (SLS and SLES)

Phthalates

Petrolatum

Animal oils

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Behind The Scenes

Selma &
Guide Beauty