The e-commerce cosmetic brand includes a line of liquid matte lipsticks with shades to complement every style and mood, an all-in-one pencil kit, spot foundation in nine tones to match any hue of skin at any age, and tinted jelly lip balm that applies clear and gradually turns hues of pink as it’s pressed on the lips, all at competitive price points.

BHüe is a new e-commerce beauty brand boasting a unique business structure where products are created using crowdsourcing and feedback directly from customers. This proactive and nimble process allows BHüe to engage in a two-way conversation with their customers, known as the BHüe crew, adjust products quickly while staying ahead of industry trends, and produce products that people want. BHüe’s mission is to help individuals look in the mirror and see their best, most confident self. Be fearless. Be bold. Be yourself. BHüe.

Officially launched in May 2016, and formulated out of a small laboratory in Little Falls, NJ, the BHüe brand was founded by makeup manufacturer-turned entrepreneur and brand builder, Ivonne Ruggles. Ivonne’s background in beauty is extensive, with experience in operations and manufacturing from a young age. Her knowledge spans from the inner-workings of the lab where she spends much of her time, to raw materials, and the complete process of product development. Ruggles, who is also a certified makeup artist, says “I love that the beauty industry is really an intersection between science and art. We live in a world that is both subjective and objective and I pull my inspirations from thinking of beauty from these opposite but complementary angles.”

With Ruggles’ unmatched, hands-on approach and industry knowledge, BHüe is able to set itself apart and make exceptional products holistically. Paraben-free, cruelty-free and hypo-allergenic, BHüe uses a proprietary methodology to create color for the wide range of people’s unique skin tones and combine it with current color trends. Like the BHüe name implies, the beauty brand has expansive understanding of color, with specific techniques to develop raw pigment colors when creating products.

The e-commerce cosmetic brand includes a line of liquid matte lipsticks with shades to complement every style and mood, an all-in- one pencil kit, spot foundation in nine tones to match any hue of skin at any age, and tinted jelly lip balm that applies clear and gradually turns hues of pink as it’s pressed on the lips, all listed at competitive price points. View the full list of cosmetic products and specifications at http://www.bhuebeauty.com/.