Amaterasu Beauty is a cosmetics brand that strongly values creating top quality products with a high ethical standard of integrity. Our products can accommodate many individuals with allergies and sensitivities. We always opt for a cleaner alternative wherever possible, without compromising on performance. Our entire eye collection is 24-Hour, Smudge Proof, Waterproof, and Paraben and Phthalate Free.
My name is Sara Au Yeong and the Amaterasu story began in 2006 when I was invited to serve as the Head Makeup Artist for the Miss America series in Santa Monica, California. One of my responsibilities was to assemble makeup kits for all 52 contestants, however, I could not find any products at the time that would not smudge, flake or smear under the hot lights.
This was the initial inspiration to design a line that would be long-lasting, smudge proof, and waterproof. At the time, I was also dedicated to practicing a very green lifestyle (and still am) and was very determined to step above and beyond the industry standard to create the cleanest makeup out there, without compromising on it being long-lasting and smudge proof.
On a trip back to Japan to visit my relatives the following year, I was serendipitously connected with a Japanese manufacturer. I began to work with them to create the first product which was our Liquid Eyeliner, also known in the industry as The Geisha Liner. This eyeliner quickly became a favourite of women from all over the world, from North America to Singapore to Abu Dhabi. The easy to apply formula, microfiber tip and superior long-lasting quality has created a huge following worldwide with women who vow to never use any other liquid eyeliner again. It has been featured and celebrated in countless publications, including Vogue and Elle.
When the brand first came out, I named it Geisha Ink. Makeup artists nicknamed us as the Cult Makeup Brand because we were sort of edgy and underground at the same time.
As I become more spiritually evolved, I felt especially drawn to the Japanese Sun Goddess Amaterasu. She symbolizes illumination, brilliance and beauty. I felt very aligned with her gift and re-branded Geisha Ink to Amaterasu Beauty.
It has always been my vision to share with women why we should consider cleaner alternatives in our daily makeup and skincare. I am very happy you are looking to reduce the toxic load in your body as well as to Mother Earth.