Fyne'd your real beauty within, with Fyne Beauty.
We believe beauty isn't about transformation, it's about elevation. Enhancing what’s already there. Celebrating every freckle, every curve, every expression of you.
At FYNE, our mission is to help you feel seen, confident, and unstoppable. With every product, we want you to fyne’d your power, your light, your real beauty, because it was always there to begin with.
From everyday essentials to statement pieces, we design cosmetics that fit seamlessly into your routine, without ever compromising on quality, inclusivity, or price.
And one thing we’ll never stop doing? Overdelivering. From shade range to performance to packaging—you can expect nothing but our best, every single time.
The Beginning..
FYNE began with a bold idea and a single product. In October 2022, our founder and CEO, Luke Williams, launched the Skin Tint, stepping into a crowded beauty landscape with one goal: to raise the bar.
From the very beginning, inclusivity and performance were non-negotiable. Luke set out to create a brand that didn’t just participate in the beauty industry, it challenged it. With luxury-level formulas, thoughtful shade ranges, and a fierce commitment to quality, FYNE quickly made its mark.
The launch of our concealer was a defining moment. It didn’t just expand our range, it proved that a small, independent brand could make big waves and remain truly accessible to all.
The Now
What started with two products has grown into a full-face lineup, trusted by thousands. With over 200,000 products sold (and counting), we’re just getting started.
To every supporter and customer, thank you for helping us shape the future of beauty. FYNE wouldn’t be FYNE without you.
