Anastasia Bezrukova founded Minori Beauty. While leading Personalization at IPSY, she had the opportunity of testing over 4,000 beauty products while curating selections for 3 million monthly subscribers and evaluating their feedback. Her biggest takeaway? Most women are drawn towards a natural makeup look, and desire uncomplicated beauty routines. Yet, the vast array of products and shades makes shopping for beauty overwhelming, even for someone steeped in the industry. This inspired her to launch Minori–a makeup brand for those who don’t ordinarily wear makeup, and seek a natural aesthetic when they do. Their mission is to reinvigorate the beauty journey for makeup beginners by making the experience user-friendly and welcoming.