Madeline Crosby, our founder and CEO, was born to be an innovator. At 12 years old, she could tell that there was a problem with the beauty industry. She tackled this problem with a 5th grade science fair project that aimed to simplify the beauty routine. Even though the project itself was a bust, she never gave up on the idea that the beauty industry could be revolutionized. Years later, as the creator of the beauty blog Annaliese Rivers, she could see that instead of making women feel more beautiful, the beauty industry had a tendency to make them feel more insecure by convincing them that they needed more products and more rules to abide by in order to attempt an impossible standard. She knew she wanted to create something no one had done before. Her goals were to celebrate every type of natural beauty, share simple and useful tips, and create quality, innovative products that could be used by every woman, no matter her age or complexion or level of experience.
In 2011, Annaliese Rivers was born. Founded on the principle that “helping others look beautiful is nice, but helping them believe they are beautiful is life-changing,” our IIID products were created to redefine, simplify, and streamline the beauty routine. Armed with determination in heart and customizable palette in hand, the makeup revolution had begun. This uniquely intuitive and personalized approach has inspired thousands of women to recognize and celebrate their own beautiful, gain confidence, and radiate positivity. We introduced the program in 2015, bringing the opportunity to “have your cake and eat it, too” to those who caught the vision and felt inspired to share Annaliese Rivers’s products and vision with the world.
As the Annaliese Rivers brand has grown, we have seen the way that beauty truly connects all of us to each other. In a similar way, we believe that we don’t just make or create beauty; we recognize, nurture, and preserve it. Like all good things, beauty matters. Because beauty is not our creation; it is our passion.