Gen See, A Clean Beauty Brand, Wants You To Know What You Are Buying
Thanks to a new wave of conscious consumers, more beauty brands are hopping on the clean beauty train. But what exactly is clean beauty? It’s hard to say because there isn’t an industry regulation for it. Typically, it means the products were made without toxic chemicals or ingredients that could cause harm or irritation. As more clean beauty brands arise, it’s difficult to figure out which brands are actually safer for you and which brands are just claiming to be. It can also be tricky finding products that perform well and don’t feel like you’re compromising.
Gen See is a clean beauty brand that launched early this year. The co-founders, Danya and Tamar, value transparency when it comes to ingredients. Gen See’s products are not only clean but also sustainable, vegan, cruelty-free, and ethically created. I discussed with Gen See to find out what clean beauty means to them and put their products to the test.
About Gen See
How did the idea of Gen See come about?
Danya: Gen See came about in the pandemic mostly remotely when it was probably outlandish to dream of bringing a new makeup brand to the world. Tamar and I wanted to create a joyful, serotonin-inducing experience through a high-performance makeup brand that was also clean, vegan, cruelty-free, and sustainable. The brand is based on the idea of really SEEing our community, our customers, our models, and the people involved in making our products.
What is clean beauty to you?
Danya: Clean is, of course, about the formulations. Our incredible formulas keep to ingredient standards compliant with the EU and with those of the leading clean beauty retailers in the United States. But the way we see it, clean is about so much more. It's about the big picture. That's why so much of our work in bringing Gen See to life was sourcing sustainable packaging. And why we insist on ethical and diverse working practices. And why we aim to be so transparent about everything. Every product page on our website will tell you everything from ingredients to what the packaging is made of. Because we really want you to know what you're buying.
What do you want Gen See to represent?
Danya: A joyful experience that is also transparent. We call it Transparensee.
What’s your current favorite product?
Danya: Tamar never leaves the house without Pick Me Up Lip. “Irène” is our true red and it's her favorite. I am addicted to our mascara. I use it on all my Zooms. It joins me on workouts. Been even known to sleep in Spectator Sport.
Are there any new products we can look forward to?
Danya: We have a bunch of wonderful products in the pipeline. Our Matte Mixed Media Liquid Eye Shadows Launch next month. New shades of Pick Me Up Lip are coming in the Fall. And 2023 is going to be a big year for Gen See in terms of innovation.
THE REVIEW
Gen See was kind enough to send me some of their products to try out. I must say I was thoroughly impressed by how well they performed. True to their motto, the products are so good you’d never know they’re clean. If you’re in the market for clean beauty products to incorporate into your everyday routine, keep reading.
Spectator Sport Mascara, $22 genseebeauty.com
The Spectator Sport Mascara is everything you could want in a mascara. It lengthened my lashes to new heights, beyond my expectations. Unlike other mascaras, it volumized my lashes without making them clumpy. It evenly coated and separated my lashes, making them look longer and fuller. This mascara is also water resistant and ophthalmologist-tested.
Mixed Media Metallic Liquid Eyeshadow, $22
The Mixed Media Metallic Liquid Eyeshadow is my new obsession. It comes in three shades: Bronze Age, First Light, and Desert Highway. I received the shade “First Light,” a pink champagne color. Whether you’re a beginner at makeup or an expert, you’re going to fall in love with this product. It’s easy to use and swipes on like butter. It’s highly pigmented and quite literally looks like melted gold. You can wear it as it is for a heavy metal look or sheer it out with a brush for a soft glam look.
Arch Support Brow Powder Gel, $20 genseebeauty.com
The Arch Support Brow Powder Gel gives you fuller-looking brows while still looking natural. It has the hold of a brow gel without the crunchy feeling. This product is perfect for anyone looking for a simple all-in-one brow product.
Clean Sheen Cheek + Lip Color, $18 genseebeauty.com
The Clean Sheen Cheek + Lip Color is a beauty must-have. I used it on my cheeks and it easily blended on top of my makeup. It’s buildable so you add as much or as little as you’d like. It comes in three shades: “Apple,” “Apricot,” and “Plum.” I received it in “Apricot,” a peachy orange. This shade added a bright, youthful glow to my makeup.
Pick Me Up Lip Matte Lipstick, $20 genseebeauty.com
The Pick Me Up Lip Matte Lipstick has a non-drying, soft matte formula. It comes in four shades: Irène, Selma, Rosie, and Margaret. This lipstick is highly pigmented and long-lasting. The best part is how comfortable and lightweight it feels on the lips.
Clean Sheen Lip Gloss, $18
The Clean Sheen Lip Gloss is the perfect everyday lip gloss. It’s glossy without feeling sticky. It’s comfortable on the lips and keeps your lips feeling moisturized throughout the day. The applicator makes the gloss easy to apply, so no messy applications. You can wear it on its own as a clear gloss or pair it with the Clean Sheen Cheek + Lip Color.
Interview by Taylor Houston, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Design Coordinator, PhotoBook Magazine
*Images courtesy of Gen See
