It doesn't get much cleaner than Gen See. Gen See epitomizes consciousness and ethical business practices, passionately considering both its impact on the earth and its people. Founded by the visionary duo of Danya Klein and Tamar Yaniv, Gen See is a captivating clean, cruelty-free, and vegan beauty brand that offers a refreshing perspective on the world. Our enlightening conversation with the Gen See team uncovered the brand's captivating origin story, its distinctive DNA, and its unyielding dedication to preserving a business that is not only clean, diverse, and ethical but also irresistibly enticing.
As the founders, what was your relationship with the beauty industry before launching Gen See?
We are entrepreneurs, mommas, beauty lovers, master jugglers, and long-time friends. We worked together for nearly a decade before starting Gen See
Danya, a beauty industry veteran, worked in marketing and product development for iconic brands like Jo Malone, La Mer, and Clinique.
Tamar, a seasoned digital exec with a master's in Industrial Design, has been on a lifelong search for the perfect red matte lipstick.
What gaps in the beauty industry did you want to fill with Gen See?
We saw an opportunity to bring sustainable, clean makeup to a wider audience through next-level formulations that were fairly priced, not over-packaged, and took a fresh spin on design and joy at every touch point.
What is the founding story of your brand?
We decided it was time to take our deep love for beauty, branding, and product formulations and make our own baby. We created Gen See because we didn’t want to choose between makeup we love (and we loved a lot of makeup) and makeup that’s good for the planet. We set out to swap out our own favorites with better, clean formulations. We've never looked back.
The GEN in Gen See speaks to the generations that come before and after. Our mothers, grandmothers, friends, and children, and their influence on our love of beauty. We want our kids and their friends to be proud of what we are doing too. As a tribute, each lipstick on our Pick Me Up Lip franchise is named for the women in our lives. Rosie 03, a warm rosie pink, is named for Danya’s mom. Irene 01, a true red, is Tamar’s maternal grandmother.
The SEE in Gen See speaks to seeing people and transparency. Not just having an honest dialog with our customers but also insisting on diverse, inclusive, ethical practices in our company and throughout our supply chain.
What challenges did you guys face while building the brand?
We identified a lab in Milan that believed in our concept, and we began to work together on formulations. Our first product, our Pick Me Up Lip, a highly pigmented, super comfortable matte lipstick, was approved on March 20, 2020. The next week we went into lockdown, and the product development process ensued remotely. To say the least, it was not the process we expected, but somehow it was a process that worked. We are very grateful to DHL, who managed to deliver formula modifications to our door and allow us to continue the process.
Talk about how you guys define and prioritize "clean beauty."
We wanted to develop the next generation of clean makeup formulas that was also cruelty-free, vegan, and sustainable. Our packaging materials are some of the most sustainable in the industry. We use high percentages of PCR (Post Consumer Recycled) Plastics - up to 72%. Sephora’s standard for planet consciousness, by comparison, is only 30% PCR.
We adhere to the standards of leading clean beauty retailers like Credo also always steer clear of (in alphabetical order) aluminum powder and salts, animal-derived ingredients, BHA, BHT, carbon black, cyclic silicones (D4, D5, D6), EDTA, ethanolamines (DEA, TEA, MEA, ETA), formaldehyde, fragrance, gluten, heavy metals, hydroquinone, nanoparticles, parabens, PEGS, phthalates, and sulfates.
How do you want your customers to feel when they use your products?
Like kids in a candy shop. We hope they experience a burst of serotonin-inducing joy from the first time they discover us, to their first unboxing, to the first time they try on our products, and discover just how good they are. We call it the “jelly bean” effect.
What are your best-selling products?
That’s a hard one. Our Spectator Sport Mascara is a Gym Proof Mascara beloved by lifestyle gurus and influencers because they can wear it from their workout straight through to work delivering high impact volume and length while being water resistant.
Our Mixed Media Liquid Eye Shadows keep selling out. Every time we restock, we crash the site. They are coveted for their gorgeous nude & metallic palette and beginner-friendly application. They are also safe to use all over the face as highlighter, blush, freckles, lip stain, and contour.
Is there anything else that you want to share?
A huge thanks to our community of suppliers, customers, creators, and fans. What started over Zoom, each of us on her own during lockdown, is now surrounded by so much love!
Keep up with Gen See on Instagram @GenSeeBeauty and explore all of their products on their webstore.