beauty without boundaries
Are you tired of wearing makeup that is an effort to put on, feels cakey and doesn’t make you feel good? There are so many products out there that claim to do so many things lift, brighten, perfect and it’s just so complicated. Adding on only having five minutes to run out the door but still wanting to look put together, or having accessibility challenges meaning that you can’t open traditional packaging or understand what you’re holding. You don’t feel represented in the beauty industry anymore. Too often, what is meant to make you feel beautiful only makes you feel shut out. That is why our founder Lucy is building the brand you have always wanted, in public.
We want your guidance to help shape our future. Join the waitlist today for exclusive access to our Founder Circle, full of updates and opportunities to have your say. If you sign up before 31 December 2025, you will receive an exclusive 10% discount when we launch our Vision mascara in October 2026. Let’s make affordable, accessible makeup together.
makeup that fits you because it’s not about fitting in anymore.
our story
The name 'Etia' means 'inner shining'. When Lucy first lost her eyesight, makeup became a routine that helped her through the hard times. However, facing a world of inaccessible products, she realised not everyone has a sister like hers to help navigate the beauty aisles like she did.
Etia is here to be that helping hand. We are redefining how the world sees beauty with accessible packaging and effortless formulas you can blend with your eyes shut. We believe true beauty is without boundaries, for everyone, whether you have a disability or not.
meet our founder
You have likely seen Lucy presenting for the BBC, on several Pantene adverts swishing her hair, or as the ambassador for Blind Barbie. After losing her sight at 17, she began uploading videos online. Her video ‘Blind Girl Does Her Own Make-up' was the first that went viral and today her channels now amass over 1 billion views.
Lucy found that every product bottle felt the same. Frustrated, she embarked on a mission to change this, eventually winning funding through the Estée Lauder x TikTok’s Catalysts programme. Now, she is building the brand she wished she had that day when she lost her sight: accessible beauty that starts from the inside out.
