Welcome to IOTA... makeup for the girls who like their beauty a little effortless, a little unexpected and always fun.

I created IOTA because I wanted makeup that actually works. Simple, easy to use products that fit seamlessly into your life, not a complicated 12 step routine that takes forever to get right.

Think effortless beauty, products you’ll reach for on repeat and makeup that enhances you rather than covering you up. No overcomplicating things. No unnecessary steps. Just really good makeup that does what it’s supposed to do.

Everything I create is vegan and cruelty free, because great makeup should feel good in every way.

IOTA is for throwing in your bag, getting ready in five minutes, doing a little or doing a lot. However you wear it, however you feel, make it yours.

Welcome, love Lucy x