While working as a marketer for a large multinational in the cosmetics industry, beauty blogger Zoey Pu saw that mainstream beauty brands were at odds with her vision for great makeup. The disingenuous nature of the industry-leaders and their inability to make products for the new generation of makeup users was exasperating. Convinced that there was a better way to follow her passion for beauty, she founded Kaleidos Makeup with her boyfriend Tony Chen and his high-school friend Mark Henry.

We believe in the capacity for personal empowerment through makeup. Our intention from the start has been to help build the new culture in this industry that values free and creative self-expression through makeup rather than the use of makeup for fixing and conforming to a beauty standard. Kaleidos is our channel to bring you the best tools to express your own unique style and to make sure you have fun doing it.

We are committed to authenticity in everything we do and we promise to always be completely transparent with our customers. We invest all of our resources to develop our products with the highest standards possible, no matter the cost. Our goal is to bring you the absolute best value on the market.

With a diverse international team, we are one of the first makeup companies to be entirely cross-border in vision and identity. This is what makes Kaleidos unique, and has influenced its founders to look far beyond their own homes for inspiration.



The Brand

Kaleidos comes from kaleidoscope. To us, the colorful, moving mosaic formed by a kaleidoscope is the perfect analogy for the constant evolution of beauty. Without diversity and progression, there would be no beauty, and without the courage to be an individual, there would be no diversity and progression.

Our DNA:

Individuality: Our motto is “no authority”. We believe in never feeling limited by others’ ideas of how to live. Following your own instincts is empowering; that’s why we urge you to take time to discover and embrace your own individual style.

Authenticity: We also believe in honesty; we encourage only true self-expression and never imitation. We hold ourselves to this same standard and are committed to being entirely transparent with our consumers. With that said, we never settle for anything less than the best when developing our products. Rather than convince you how great they are, we prefer to let them speak for themselves.

Eccentricity: We want to inspire people to go outside the box and appreciate infinite forms of beauty. At our core, we strive to always be open-minded and highly imaginative. This enables us to be constantly innovative and free to explore vibrant, unconventional possibilities in all we do.