P/Y/T Beauty
Closed
P/Y/T Beauty was a San Francisco-based clean cosmetics e-commerce brand that closed in September 2023.
Founded
2018P/Y/T Beauty was a San Francisco-based clean cosmetics e-commerce brand that closed in September 2023.
P/Y/T Beauty announced on September 20, 2023, via its official Facebook and Instagram accounts that it was officially closed. The post noted that customers could still find remaining products at selected retailers, and the brand's website later became unreachable.
All person associations on this profile have been closed out with an end date of September 20, 2023, consistent with the closure announcement. Operating status is Closed and the primary website URL has been retired to inactive.
P/Y/T Beauty offered a line of clean, vegan and cruelty-free makeup products, including eyeshadow palettes, brow pencils, mascara, eyeliner, blush, bronzer, lip duos, primer and setting spray. The brand launched with the No BS Eyeshadow Palette and later added products such as the Brow Goals Pencil and Baby Got Base Eye Primer.
The company reformulated and relaunched its line with a stronger sustainability focus, using post-consumer recycled plastic, sugarcane-based tubes and recyclable packaging where possible. Product reviews highlighted the brand's playful colors, accessible pricing and emphasis on safer ingredients.
P/Y/T Beauty operated in the clean and sustainable beauty segment, where consumer demand for ingredient transparency, vegan formulas and eco-conscious packaging has grown. The brand targeted younger shoppers who wanted performance without the premium price common in earlier clean beauty offerings.
The company's 2023 closure leaves remaining inventory available through select third-party retailers. The broader clean beauty market continues to see competition from both established prestige brands and newer indie lines emphasizing sustainability and inclusive shade ranges.
P/Y/T Beauty positioned itself around clean, sustainable cosmetics at an accessible price point, appealing to consumers seeking makeup free from harsh chemicals. Its packaging emphasized recycled and bio-based materials, and the brand secured distribution through clean beauty and mass retailers.
The brand was co-founded by executives with experience in retail, CRM and consumer products, and it built a product assortment spanning complexion, eye, brow and lip categories. Its broad retail footprint and sustainability messaging helped it compete against higher-priced clean beauty alternatives.
P/Y/T Beauty priced its products largely in the $15 to $30 range, aiming to make clean beauty affordable for younger and budget-conscious consumers. The founders emphasized that clean beauty had historically been positioned as a luxury, and they sought to offer comparable performance at a lower price point.
The brand used a multi-channel distribution model, selling through its own e-commerce site, Amazon, Ulta, Credo, Anthropologie, Macy's and Target. This approach was designed to meet shoppers wherever they preferred to buy, while keeping prices accessible.