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The power puff

Thrive in your power with this multi-use puff for creams and powders.

Welcome to vain beauty

We create gender-affirming beauty products and services

why vain beauty?

If people think taking care of yourself through make-up is vain, then so be it. Let’s take that energy and turn it around. We reclaim that sh*t. We are bold, we are driven by community, and we stand strong in our beauty, diversity and power. If you think that is vain in the negative sense of the word, that is all right. We know our power and we see the power of the people around us. We celebrate that energy. We’re VAIN Beauty.

What we do

Beauty products

Vegan & cruelty-free

Gender affirming make-up

Safe-space services & events

Community connection

⎯ · & · ⎯

What we stand for



Safe spaces


Social impact


A multi-use puff, created for powder and cream products. Comes in a resealable bag for safe and hygienic traveling or touch-ups throughout the day.

The Artistry Brush Set

Express yourself and create any look with this vegan brush set. Designed with optimized handle design for comfortable grip. Comes with a waterproof pouch that folds out to a standing brush holder.

"Make-up, when used in a way that centres around the individual, can be used to create powerful experiences. With gender affirming make-up, we at VAIN Beauty help people show themselves for who they have always known they are."

The Behind the Rebirth Series

In this video series our Founder and Creative Director, Sharmila Vooren, takes you along her journey of restarting VAIN Beauty after a year of burn out recovery. Talking you through her experience as an entrepreneur, falling back in love with make-up after burn-out and why she decided to come back and relaunch after a year.


Our masterclasses are focused on community connection, learning about gender affirming make-up and creating a safer space for marginalised groups.

Date list

Our closest upcoming events and masterclasses will be listed here. By clicking on an event, you'll be redirected to an external event page.

Follow us on Instagram to always stay updated

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