Guide Beauty

Guide Beauty is a cruelty-free and vegan-certified cosmetics brand that offers innovative tools and formulations for all skill levels. Their focus on inclusivity empowers all makeup users, with high-quality products that are both beautiful and functional.

Category
Beauty
Socials
80
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100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
Diverse Brand
Gluten Free
Organic
Cruelty Free

DTCetc’s Take

About Guide Beauty

Guide Beauty was founded by Terri Bryant and Selma Blair, and is a cruelty-free and vegan-certified cosmetics brand. The company was created to address common challenges faced by makeup users, and to provide innovative tools and formulations that are as luxurious as they are forgiving. With a focus on universal design, Guide Beauty offers a fresh approach to makeup that puts artistry into the hands of its users. The brand is committed to inclusivity, and its products are designed to empower all makeup users, from beginners to professionals, and those who have challenges with movement or strength. With Guide Beauty, customers can expect high-quality, cruelty-free, and vegan makeup products that are both beautiful and functional.

Who Shops At Name

Guide Beauty attracts makeup users who value cruelty-free and vegan-certified cosmetics, as well as those who seek innovative tools and formulations that cater to various skill levels and abilities. The brand is popular among beginners, professionals, and individuals with movement or strength challenges who appreciate inclusive and functional makeup products.

What customers love about Guide Beauty

Here's what shoppers have to say:
  • Customers with hand mobility issues find the products life-changing and hope for more options to help them.
  • Users find the eyeliner easy to apply and long-lasting without smudging.
  • The mascara has clean ingredients and a smooth application.
  • The brand is praised for its innovative applicators and high-quality
Cons
  • Customers have reported issues with receiving their orders and receiving responses from customer service.
  • Some users have experienced difficulty with the application and wear of the product, including issues with flaking and fading.
  • The Guide Gel Eyeliner formula has been criticized for being clumpy and dry.
  • The product has been reported to not be fully waterproof.
  • Some users have found the wing shape created by the tool to be too subtle and short.

Guide Beauty's Shipping Policy

Guide Beauty offers free shipping via USPS Standard service for orders $35 or more (excluding taxes) within the US. Additional delivery options are available for a fee, including UPS Ground, 2nd Day Air, and Overnight Air. Orders placed before 1pm EST will ship the same day, while those placed after 1pm EST will ship the following business day. The brand currently ships to all 50 US states and Puerto Rico, with plans to expand to other countries in the future. Delivery estimates may vary slightly when shipping to Hawaii, Alaska, and Puerto Rico. Guide Beauty is also able to ship to PO and APO addresses.

Guide Beauty's Return Policy

Guide Beauty offers a hassle-free return policy for their customers. If a customer is not satisfied with their purchase, they can return the unused or gently used products within 30 days of purchase for a full refund. However, original shipping charges are not refunded. The company does not offer exchanges at this time, but customers can return the product and reorder their desired product on the website. Credit card refunds may take up to 10 business days to appear on the customer's statement.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
Pricing Rating
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80
This brand offers products that are on the pricey side.
Sustainability Score
80
/
100
This brand offers products that are on the pricey side.
Quality Score
80
/
100
This brand offers products that are on the pricey side.
DTCetc Score
84
/
100
This brand offers products that are on the pricey side.
Target Audience

Inclusive makeup users

Stereotype

Inclusive

Pricing Rating
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Sustainability Score
80
/
100
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Quality Score
80
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100
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DTCetc Score
84
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100
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Guide Beauty on Socials

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