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See all ads on AdLibrary →Painted is a Los Angeles-based vegan, cruelty-free cosmetics brand launched in August 2023 by beauty YouTuber and makeup artist James Charles. The brand's hero product — Create Paints, a multi-use cream-to-matte formula available in 10 vivid shades at $15 each — was developed over four years with an emphasis on professional-quality performance at an accessible price point. The launch generated significant media attention when it was revealed that Beyoncé's makeup artist used the black shade 'Ink' on the singer's Renaissance tour. Painted sells exclusively DTC through painted.co and targets makeup artists, enthusiasts, and Charles's existing YouTube and Instagram community.
