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In both profit and popularity, it’s no question that Sephora and Ulta dominate the U.S. beauty market. However, there are many phenomenal companies which are not known by the mainstream beauty industry because they are not carried in these retailers — one such brand is MOB. MOB Beauty was founded by four industry veterans who have worked with powerhouse brands throughout their careers. Victor Casale, former chief chemist for MAC Cosmetics, is one of the four co-founders. In an interview with Beauty Independent, Casale explains that he “[doesn’t] want to make another eyeshadow or lipstick, [he] want[s] to make a better lipstick that is made in a better way, sold in a better way and discarded and reused in a better way.” Casale’s dedication to truly clean and innovative beauty can be reflected in the authenticity of MOB Beauty and the success it is achieving within the beauty space. 

 

One of MOB’s main initiatives is sustainability, an incredibly important effort within an industry that is generally not environmentally conscious. The beauty industry produces about 120 billion units of trash yearly, which is massively impactful when compounded with global warming. While many brands claim to be “clean” and “green,” these statements are often deceptive. Greenwashing “is the act of making false or misleading statements about the environmental benefits of a product or practice,” and it is rampant in the beauty industry. MOB Beauty is one of the few companies that actually has green practices when it comes to the manufacturing and marketing of their products. As Beautylish explains, “MOB Beauty is creating vegan and cruelty-free formulations packed in refillable, recyclable, and compostable packaging for conscious consumption.” MOB’s pledge to sustainable practices looks a bit different from most other companies simply because they are genuine.

 

One of the most unique aspects of MOB is the fact that they promote and focus on building a personalized relationship with their customers. Almost every product can be customized by the consumer to fit their needs and preferences. The inspiration behind this initiative is the amount of waste that occurs from unused shades in large eyeshadow palettes —  think about it, how many times have you loved a palette but it was really only for that one special shade. This unique practice by MOB eliminates the environmental and labor waste of creating a full eye palette that will go unused by the consumer; it also creates a close relationship between the company and the consumer which translates into a loyal customer base. Another product of MOB’s that sets them apart is their Cream Clay Eyeshadows, which is a specific cream formula blend of clays to create a highly buildable, yet pigmented finish. MOB is pioneering beauty in ways the industry has not yet seen and it is an exciting watch. 

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MOB Beauty is one of the most innovative brands on the market and even though they are starting on a smaller scale, they are making quality and unique products that are setting them apart from other companies. MOB Beauty is particularly loved by a few online creators who are passionate about the brand and their values. One creator, who goes by the username of not_another_hanna, is a New York City-based photographer and makeup content creator. She has been sharing her love of MOB Beauty for quite some time and just recently announced the launch of her new lipstick collaboration with the brand — M166 is a beautiful vampy red shade that is perfect for the holidays and a 90s dream. 

 

As mentioned earlier, companies like Sephora and Ulta command the United States beauty industry, making it incredibly easy to only support well-known and popular brands. However, it is important to support smaller businesses, especially in the cosmetics industry. Creativity and freedom of expression are two of the most important aspects of makeup and that can feel lost in the corporate tangle of major beauty retailers. Supporting small businesses fosters creativity and innovation within different areas of the beauty industry and MOB Beauty is just one example of a smaller-known company making a big impact.