Minori takes its name from "Minimalist Origins," a philosophy that shows up in every product decision founder Anastasia Bezrukova makes. The restraint is intentional: fewer, better options, developed by design rather than by trend, born out of a rejection of the beauty industry's relentless overconsumption and the all-or-nothing pressure to become a beauty expert.

Minori was built as the alternative: makeup for people who don't wear makeup, offering intuitive, multi-purpose essentials in a tightly curated range of universally flattering shades.

The mission has stayed the same since day one, to make the beauty routine feel welcoming and uncomplicated, especially for those who never felt it was built for them.