BEAUTY INSPIRED BY CONSUMERS,
DRIVEN BY SCIENCE & RESULTS.
I founded VREA Cosmetics when I became exhausted by all the misleading information sold to us as consumers. As an esthetician & makeup artist, I’ve used my voice for years against the many skin myths, false claims, agendas and marketing fluff flooding the industry. Enough was enough! So, I created a transparent brand, driven by facts, beautifully merging nature with science, inspired by my online community and with the world around us in mind.
What we put on our skin matters! If you want active ingredients (not stuff “infused”)... if you want to protect your skin from environmental assault & slow down surface aging... if you care about the animals & how ingredients are sourced... if you care about results & not marketing fluff, then I welcome you to the future of better cosmetics.
VREA came to life in 2017 after I became inspired by my online community to co-create makeup with skincare benefits that people actually want! Originally, the name of the company was going to be called WANT Cosmetics, but ultimately we arrived at VREA.
VREA (a vrea) in my native Romanian language means “to want” – a perfect fit for what we decided to pursue!
VREA Cosmetics is a family company, founded by yours truly, Alexandra (a licensed esthetician, makeup artist and skincare fanatic) and my husband, Jeremiah.
In 2017, I was 32, turning 33, and at the time I started noticing that my makeup simply wasn’t “sitting” and looking as smooth as it did a decade earlier. That got me thinking about “what is my makeup actually doing for me?,” especially when it lays there all day.
At the time, there was no shortage of companies looking to bridge (or claiming to bridge) the gap between makeup and skincare.
When I was challenged to ask HOW companies went about getting their claims, HOW their ingredients were stabilized or formulated and whether their actives were used at their clinically researched levels of performance… I got crickets. Brands (and many POPULAR ones) answered me with complete silence, or statements along the lines of “we cannot disclose that information.”
You’d think I had asked what size bra they were wearing.
It became clear that transparency was a really big problem in the beauty industry. Coupled with not knowing (as a consumer) whether certain “star” ingredients were actually used at their peak levels of performance or simply used for marketing stories, and the fact that many companies still perform tests on animals (if not the final products, their individual ingredients), my AHA-moment arrived, and I realized there was space for bigger and much better!
At VREA Cosmetics, we beautifully merge nature with science. We believe in sustainable sourcing and using the star ingredients at their active performance levels. We proactively involve our online community in the development process and are transparent every step of the way; from ingredients, to formulation, to manufacturing and filling.
We are aware of our environment and have made the sound choices to lower our footprint any chance possible: From our concealer boxes being made from 90% post-consumer waste material, to manufacturing our eye masks in a carbon-neutral facility.
We are very small and self-funded, but we will continue to get better, make even bolder choices. We continue to innovate like nobody’s business and ensure that our customers get the most out of their products, all while being environmentally pro-active.
Thank you so much for being on this journey with us, we appreciate your love and support!
Alexandra & Jeremiah Jacks