đẹp Magazine

It seems like every day, or at least every week, we’re seeing more and more indie brands hit the market and be picked up by large beauty retailers like Sephora and Ulta. But how much is too much? Every skincare brand promises the same results, it’s just a matter of pricing, effectiveness, and packaging preference at that point. Apps like Tiktok have skyrocketed the beauty industry. With the ability to make a single product go viral literally overnight and sell out within hours, despite threats of a looming recession, the beauty industry has recorded record breaking sales in the last year. Cruelty-free, clean, sustainably-sourced, vegan, ethically conscious…these are all buzzwords in the latest in indie beauty promises. The collective consumer mindshift towards more sustainable, clean beauty has had a huge impact on larger, more well established brands, who still do old school things like test on animals. Did Elle Woods teach these brands nothing? We grew up watching a pink-clad lawyer ...

đẹp was born out of two things: my love for beauty and my passion for writing. đẹp comes from my Vie tnamese heritage and something my Nana would often say to me: " đẹp quá!"     ( pronounced:  dep kwah)   - which I later found out meant "so fucking beautiful". You go, Nana!  I created  đẹp after applying to endless beauty publications and eventually thinking I could just do this. Google is a beautiful thing, after all. This online publication/magazine/venture is dedicated to not only giving the scoop on the latest in indie beauty, but also using my background in marketing and e-commerce to give brands a tangible resource on the next steps for beauty. đẹp will bridge the gap between brands and consumers, giving unique insights and reports in beauty. Our goal is to ensure we are inclusive (after all, beauty knows no gender) and transparent (as a nosy human, I love transparent brands) all while not only keeping up to date with current beauty news, but staying...