Philosophy
About
The makeup industry is already saturated, Veza Beauty is not a brand, it is a new experience in the makeup world. One of the best ways to express your true self is through art. That is why our palettes are art.
The most important thing our palettes have is that they are made with two of the best ingredients in the world: commitment and love.
“We, as a brand, prioritise and focus on the products being: beautiful, practical, and representative.”
Valeria Lenz,
The Creator
The Story
Behind the brand
Many years ago, I visited a makeup store for the first time. I still remember the emotion and the smell when I entered. A friend came with me. Walking through the store, I noticed that something was not right. Everything screamed one thing: trends, trends, trends. It was at that moment that I asked myself. Can you be original and not follow a trend?
Over the years, I introduced myself to this peculiar makeup world. However, that feeling of constant emptiness was still present. Is it possible to look pretty, feel good and be original? I had a clear answer to these doubts, and it was: Veza Beauty.
I want you to know something, the best trend is your trend, the one you choose, the one you decide on, the one you feel with, that is your trend. That is your happiness and what makes you unique. I am sure of one thing, you are not alone. Veza Beauty is not a makeup store.
We are a group of women who believed in change, the group who dared to do something different, to think that trends are not what define us. We are the ones who define ourselves. Today, you start your own trend.
Join me and be part of Veza Beauty.
“Something the majority of women had in common was that they did not want to feel forced on what they had to use. They wanted to be in charge of their own beauty.”
Valeria Lenz,
The Creator
Our Products
Our vegan and cruelty-free products are made with the highest quality standards and pigmented formulas, and have a shadow range that goes from everyday neutral, warm & cool toned shadows to rich, smokey shades, pressed glitters, and vibrant colors. Our brand is committed to designing versatile, intuitive, and wearable eyeshadow palettes.
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They say makeup is universal. Honoring that rule, I set out to find 100 women: mothers, workers, wives, students, and even grandmothers. The first day we all got together was not as expected. A shy laughter marked the atmosphere. Does someone want to speak? I asked out loud. I was surprised when the only response I heard was silence. I realized that the way to reach them was not through awkward questions or funny phrases.
The solution was clear and direct: focus on their needs. The question that opened everything was: Are you tired of something in your daily life? I still remember when Leila stood up in the crowd and, with some embarrassment, said out loud: I am sick of pretending that I must always look pretty. For me, this was not something new. From my experience, I knew the pressure many women feel to keep up with fashion, the rules, and what people say is okay.
If my surprise was not enough, Carla stood up and supporting Leila’s version, said: I feel exactly the same. At that moment, their facial expressions were magical. We realised for the first time that the constant pressure to belong to something was a feeling we shared. I always dreamt of creating something practical and functional, beautiful in its style and true. Almost everyone told me this wasn’t possible because fashion and trends were something for experts. You can’t mix simplicity with necessity. You can’t mix a need with something beautiful. Those were some of the things I constantly heard.
When I mentioned my idea to this group of women, I realized that my concept was not that far-fetched. Not a single one of them did not agree to create something beautiful, practical, and, most importantly, personal.
It was May 14, 2022, when it all started. I set out to create a palette that is beautiful and useful but, above all, functional and practical for a real woman, one like you. I remember the ideas flowing. Everybody contributed with colors and styles, but how to know which one was right?
It was almost two months in which we all worked together and agreed on only one thing, if we had to create a palette, it had to meet two conditions: to be unique and perfect for every occasion. That’s when it was born: The One & Only eyeshadow palette.
This palette turned out to be so perfect in every way that for me it seemed unfair to put it on sale without having more experience in the world of makeup sales. I remember saving the idea and saying to myself, it will only come out when I feel ready. The next step was very clear. I needed to create a palette for every need and every woman because none of us are the same.
Around ten intense months of work have led to nine beautiful and distinctive palettes. None of us could believe it. We had created an identity that started from necessity but ended in beauty, an identity representing us all. Suddenly something curious happened. We were almost finishing and the initial emptiness was gone. There was only joy and a pleasant feeling that in that moment we could achieve everything.
After this journey and experiences, the time had come. It was the day to create perfection: The One & Only palette. I am not going to lie to you. It was not an easy process, I would dare to tell you that it took more than the estimated time, but just as I confessed this, I also confess that this palette is one of those things that comes out once every ten years. I could go on for paragraphs and paragraphs about how simple and charming it is, but I’m going to let you try it for yourselves
We worked with 100 women of all ages and different interests to understand what they looked for when shopping for an eyeshadow palette. While developing each palette, we prioritized what women want and need.
As a result, we introduce you to the ten customized Veza Beauty palettes. Something the majority of women had in common was that they did not want to feel forced on what they had to use. They wanted to be in charge of their own beauty.
That is something we encourage and why we, as a brand, prioritize and focus on the products being: beautiful, practical, and representative.
Nothing could make me forget the first time I saw an eyeshadow palette. I do not know if it was the colors, the textures, or how I could express myself by putting that brush on my eyes, but I remember that day like it was yesterday.
I had come home from school, and that simple palette made me forget everything. Just seeing it gave rise to a joy that few people usually experience, at least, that is what I thought. Later that day, when I finished putting on my makeup, I realized one thing, the day started dark and gray, and ended up full of colors and joy. Who knew that a few brushes with a box full of pigments would impact a teenager like me in such a way? It is incredible what makeup can achieve in a person.
Some say it is an art, while others say it is a form of expression, I have even heard that they call it fashion, for me, a lifestyle.
