About us
Guilty Beauty is a brand that was born online at the end of 2021, created by Lily Costa Marques. Its first launch was a kit of red brushes with white bristles, which proved to be an unmistakable combination.
It was also the first Portuguese brand to launch a box with 240 individual eyelashes for makeup, puffs for applying makeup, and other accessories.
In March 2024, Guilty Beauty reached another milestone and became the first Portuguese brand to launch a makeup setting spray.
In August 2024, the first physical store will open, located in the center of Pombal, where all products are displayed and customer service is personalized.
Passionate about the world of makeup and facing limitations in acquiring products from foreign brands, the founder decided to bring together all her favorite items in one place, in order to facilitate access for the Portuguese public.
The company's main objectives are innovation and quality, combined with global trends in the sector.
Stay tuned because there will be news soon!
About Lily Marques
Lily Costa Marques is currently a professional makeup artist and digital influencer.
She worked in graphic design and realized that wasn't her passion. Following this, in 2013, against the advice of friends and family, she left everything behind to begin her career as a makeup artist and digital content creator on YouTube, where she built her community. With over 80,000 Instagram followers and 3 million views, ambitious and entrepreneurial, Lily is currently the founder and CEO of the company that owns the Guilty Beauty brand.
In the world of makeup artists, Lily stands out for her trends and the introduction of the latest technique she calls "Bulletproof Makeup." This technique consists of makeup that is waterproof, sweatproof, tearproof, and friction-resistant, having been inspired by the "shielded skin" technique originating in Brazil, but which she improved and adapted to the needs of the Portuguese public. Furthermore, she carefully selected only ingredients that met the requirements of European legislation.
ABOUT OUR COSMETICS
Guilty Beauty brand products comply with the standards required by law.
Since 2013, the European Union has had one of the strictest laws in the world (Regulation (EC) No 1223/2009) in this area, which prohibits the sale of cosmetics whose ingredients or final product have been tested on animals.
Thus, complying with the imposed law, Guilty Beauty does not conduct, delegate, or participate in animal testing of any cosmetic raw materials or finished products. Furthermore, it declares that it does not acquire any raw materials, exclusively for use in the cosmetic industry, from any supplier or manufacturer that conducts, delegates, commissions, or participates in animal testing after the deadline of March 11, 2009, on ingredients or combinations of ingredients issued by the Commission of the European Communities, in accordance with Regulation (EC) No 1223/2009 concerning cosmetic products. All our products comply with current legislation and have not been tested on animals, nor have any ingredients included in them.
Therefore, certifications are not mandatory.
In the European Union, testing is prohibited; the competent authority, INFARMED, restricts the use of "Cruelty-Free" labels on packaging, as it considers it misleading advertising to claim something that is already mandatory by law. However, international certifications continue to exist and are used by many brands, despite the authority's understanding.
