U/1ST is an innovative make-up brand with technologically advanced formulas, made in Italy by the best specialists, that cares for and beautifies the skin.

The idea for U/1ST came naturally to us. We've been in the beauty business for many years and we often talk about the role that traditional cosmetics have played in women's lives. Unattainable beauty standards can make us feel like we have to be a woman we're not. That means we're always trying to be perfect for others, not even for ourselves. It's an outdated idea based on the obligation to be beautiful and attractive. And if you really think about it, it puts us in last place.

That's how U/1ST was born! It's a make-up brand that beautifies you inside and out.

Because you come first.
U/1ST is make-up at the service of your skin with flawless finishes, hybrid textures and, most importantly, active ingredients with skincare benefits.

A new way of understanding beauty and skincare.
Beauty that puts you first.

With U/1ST, the rules change: why can't your foundation nourish your skin as well as provide colour and anti-ageing benefits? Why can't a lipstick have the same active ingredients as a cosmetic?

Make-up that the more you use, the more beautiful you feel.

INDIVIDUALITY
U/1ST is an attitude. Yours.

EXPERTISE & TECHNOLOGY
From the packaging itself, to the textures and formulas rich in active ingredients. Science at the service of your skin.

HONESTY
No cover-ups, no half-measures. There are no miracles, it's science.

SIMPLICITY
Who has 30 minutes to apply make-up? Or even 10. We don't believe in long lines. Less is more.