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See all ads on AdLibrary →Caliray is a Los Angeles-based clean color cosmetics brand founded in 2021 by Wende Zomnir, co-founder of Urban Decay. Launched exclusively within Sephora's Clean + Planet Positive program — the retailer's most rigorous sustainability certification — Caliray differentiates through founder credibility, California outdoor-lifestyle aesthetic, and a commitment to clean, reef-safe formulas. The brand's hero product, the Freediving Clean Color-True Mascara, exemplifies its positioning: performance-first clean beauty designed for active, sun-exposed California living. Caliray appeals to consumers who want makeup that holds up to real life while meeting strict clean and sustainable standards.
