We believe feeling good is your superpower.
We believe in simplifying beauty with easy-to-use makeup using skincare ingredients to help you feel and look your best.
Simplify
We take the guesswork out of your beauty routine. Our secret sauce? Beginner-friendly, hassle-free formulas designed with color theory in mind to enhance your natural beauty - we’ll do the heavy lifting, so you don’t have to!
Purposeful
Each product is developed with intention. This means saying no to constant launches and potentially harmful ingredients and yes to, skin-loving cruelty-free ingredients.
Feel Good
Self care doesn’t always have to be in the form of a face mask or bubble bath. It starts with understanding and accepting ourselves without judgement. Loving ourselves for who we are. We believe in the power of small actions like taking a moment for ourselves and practicing a positive inner dialogue that can help transform how we feel and see ourselves.
Meet Sona ☺
Hi! 👋 I’m Sona, founder of Persona Cosmetics. I’m an immigrant from Armenia and moved to Los Angeles at the age of 12. I distinctly remember falling in love with beauty from watching my mom work as a hairstylist.
My journey began as a makeup artist. I found myself mixing and matching single eyeshadows to build my own palettes that brought out the best in my client’s eyes. When I found out that 79% of the world’s population had brown eyes, I knew I wasn’t alone in searching for the perfect neutral palette to enhance brown eyes. In 2015, I got to work developing the Identity Palette with the help of both my artistry experience and the online community I had grown and fostered. I wanted to create a high-quality, easy-to-use palette with each shade curated to make brown eyes pop!
In 2016, my husband Kasra and I co-founded Persona Cosmetics and launched with the Identity Palette. Ever since then, I have been busy developing products for you that truly make me and my community feel good.
