Our take
Why We Trust This Brand
The deepest sensitive-skin credentialing in the category (NEA acceptance plus PETA and 100% vegan and Clean at Sephora), all third-party; the founder still runs and controls the company. Note the cream blush uses synthetic lake dyes, so we hold it at the clean tier rather than the top seal.
What's inside
Ingredients & Safety
BeachPlease is a water-free balm blush on hydrogenated polyisobutene, corn starch, castor oil, and plant waxes with a botanical antioxidant blend and vitamin E — no fragrance or essential oils — colored with iron oxides and some synthetic lake dyes.
Certifications
A couple to know — 3 ingredients we flag:
Red 7 Lake (CI 15850) — commonly known as D&C Red 7
A synthetic petroleum-derived certified color (a "lake" pigment) used to shade lip and cheek makeup; clean formulas replace it with mineral or plant pigments and some batches can carry trace heavy-metal impurities.
Red 22 Lake (CI 45380) — commonly known as D&C Red 22
A synthetic petroleum-derived certified color (a "lake" pigment) used to shade lip and cheek makeup; clean formulas replace it with mineral or plant pigments and some batches can carry trace heavy-metal impurities.
Red 30 Lake (CI 73360) — commonly known as D&C Red 30
A synthetic petroleum-derived certified color (a "lake" pigment) used to shade lip and cheek makeup; clean formulas replace it with mineral or plant pigments and some batches can carry trace heavy-metal impurities.
Full Ingredient List
- Hydrogenated Polyisobutene
- Zea Mays (Corn) Starch
- Ricinus Communis (Castor) Seed Oil
- Polyhydroxystearic Acid
- Helianthus Annuus (Sunflower) Seed Wax
- Diisostearyl Malate
- Triisostearyl Citrate
- Microcrystalline Wax
- Jojoba Esters
- Butyrospermum Parkii (Shea) Butter
- Rosmarinus Officinalis (Rosemary) Leaf Extract
- Camellia Sinensis Leaf Extract also listed as Camellia Sinensis Leaf Extract
- Aloe Barbadensis Leaf Extract
- Tocopherol also listed as Vitamin E
- Caprylyl Glycol
- Ethylhexylglycerin
- Iron Oxides (CI 77491, CI 77492, CI 77499)
- Red 7 Lake (CI 15850)
- Red 22 Lake (CI 45380)
- Red 30 Lake (CI 73360)
- Titanium Dioxide (CI 77891)
Prefer a spotless pick? Axiology in Makeup & Cosmetics is Clean Verified — every ingredient clean, with no recalls or lawsuits on record.
Who owns it
Ownership & Independence
Founded in 2019 by Amy Liu, who retains control; the ~$28M Series A (Dec 2023) led by Prelude Growth Partners is a minority growth-equity position, not a buyout.
VC Funding Note
Minority growth equity — Prelude Growth Partners led a ~$28M Series A (Dec 2023); founder/CEO Amy Liu kept raises small to hold control. No majority sale.
Where to buy
Key Products
- SOS Daily Rescue Facial Spray View on Amazon →
- BeachPlease Cream Blush View on Amazon →
- SunnyDays Tinted SPF 30 View on Amazon →
- MakeWaves Mascara View on Amazon →
- ShineOn Lip Jelly View on Amazon →
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