about axa

"With AXA, it's not just makeup; it's a journey of confidently owning your distinct features. Beauty is not about hiding, but celebrating what inherently sets you apart."

Founded with the message that individuality should not be surpassed but celebrated, AXA Cosmetics is a revolutionizing brand that aims to empower ALL women to live exactly how they should: unapologetically.

Featuring an array of premium, safe, and affordable products to enhance your already exquisite features, AXA Cosmetics was birthed with a core ambition to break the one-size-fits-all notion of beauty. Even more, from a deep advocacy that every woman deserves to feel radiant in their own skin - makeup or not. AXA Cosmetics stems from the founder’s personal experiences as a model and beauty professional and was made to be more than just another cosmetics line; AXA Cosmetics was carefully designed to highlight the fluidity of beauty, to raise the adorning standards of self-expression, and of course, to become a gentle reminder that despite the molds society has created, you are beautiful exactly the way you are.

Overall, makeup should never be used as a mask, but rather as a fun and expressional outlet that accentuates your natural beauty. Don't change, embrace. This is the very foundation AXA Cosmetics was built on, creating an all-inclusive space where women can elevate their natural ambiance, build new levels of confidence, and experience the power of loving themselves. After all, the truth is that uniqueness is beauty, feeling good about yourself is not selfish, and every woman should be free to step into the best version of themselves. From woman to woman, you deserve nothing less than that.

With a range of products, everything is made to last with conscious formulas and is laced with inspiration that who you see in the mirror is more than enough. That being said, come browse the ever-growing inventory of illustrious beauty products designed with your best interests in mind. In the end, no matter what your goals are, know that you are beautiful, you are valued, and you are welcome here.

OUR PURPOSE UNVEILED

Looking into the mirror, at your beautiful self, you know what you want. You know that you need to celebrate the beauty that you see, not hide it away. Makeup should accentuate the features that are distinctively yours – never try to get you to become something else, never try to tell you that you should become something else. At AXA Cosmetics, we believe that every woman deserves to look and feel beautiful yet truly like themselves, to embrace their individuality because God says that each of us are fearfully and wonderfully made.

Of course, there is another side to this. While you want top-quality, luxury makeup and beauty, you know that there are deals out there. The problem comes when you go searching for those deals, without knowing exactly what you are trying to find. AXA Cosmetics helps there as well, providing industry-leading quality at affordable prices.

You get paraben-free, gluten-free, cruelty-free products, without the markup so frequently pushed alongside these desirable ingredients. The way that we see it, you deserve the best of both worlds. You deserve quality, and you deserve affordability. To make our uncompromising approach possible, we draw on our founder Avery’s years of experience in the beauty industry. She has worked on both sides of the camera, as a model and as a beauty professional, and she has seen through the myths. You can look beautiful just the way that you are. You can free yourself from all the external judgments and doubts.

You can access outstanding makeup without dipping into your savings.

Most importantly, you can see yourself in our products. Growing up in a less-than-conventional environment for the beauty industry, long-involved in rodeo and devoted to her Christian faith, Avery has imbued AXA Cosmetics with the values that she holds dear. Inclusiveness, self-love, strength: you can feel these values shining through in every product with the AXA Cosmetics logo, from our lipsticks to our lip glosses and beyond.

It’s written on your heart: go big but stay true to yourself. Whether she was walking the runway or competing in a pageant or at a rodeo arena, Avery has learned to embrace her unique features. The criticism and the comments, the tones that said there was something missing, the demands for a perfection that never really existed, these have become motivation to push AXA Cosmetics in a direction that no one else in the world of beauty seems to be going.

That direction?
You are beautiful. Because of the features someone else has chosen to criticize. Because of the look that is so undeniably yours. AXA Cosmetics is about preserving and embracing that beauty, not changing it. Don’t just expect that: demand it. Know that once you see yourself as you are, made with grace and wonder, then it becomes so. AXA Cosmetics will be there with you, along for the journey.

Walk confidently. Own your beauty and discover the wonders that are hiding within it. You’re beautifully you. Everyone should
know that, everyone should see it, but the only thing that matters is that you do.