The Founder

A makeup artist who needed something better.

Before creating Amaterasu, founder Sara Au Yeong worked as a makeup artist and trainer. While serving as head makeup artist at the Miss America pageant in 2006, she saw that even highly rated eyeliners could fail under real pressure — smudging, fading, and moving under hot lights.

That experience sparked the idea for a better kind of eye makeup: clean, long-wearing, waterproof, smudge-proof, and suitable for sensitive eyes. Not a compromise — a standard.

Where We Come From

Born in Vancouver. Developed in Japan. Loved worldwide.

Founded in Vancouver in 2008, Amaterasu began with one simple belief: beauty products should work beautifully without relying on ingredients you do not want near your skin.

After years of development in Japan, our first liquid eyeliner launched under the name Geisha Ink. It quickly became loved for its staying power, precision, and ease of use. In 2015, the brand became Amaterasu — inspired by the Japanese sun goddess of illumination, brilliance, and beauty.

The name reflects who we are today: refined, radiant, and committed to helping you feel confident from morning to night.

Our Standard

Clean beauty that actually performs.

We believe clean beauty should still perform. Our products are designed to be long-wearing, easy to apply, and made without parabens, phthalates, PFAS, or cruelty.

Whether you are getting ready for a long workday, a special event, or everyday life, Amaterasu is made to stay with you — without constant touch-ups or irritation. Your time is valuable. You should not have to worry about smudging, fading, or makeup that disappears before the day is done.

Giving Back

Beauty that does good.

We believe beauty should give back. A portion of every Amaterasu purchase supports women’s charities, helping us give back to the community that has supported us from the beginning.

With gratitude,
Sara