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We’re VAIN Beauty. We help people express themselves through make-up, focusing on gender affirming make-up for queer, trans and disabled individuals. We offer personalised make-up workshops, personal shopping services and a wide range of make-up products for all abilities and skill levels.

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 themselves have always known they are. At VAIN Beauty we work in a safe space with a focus on trans and non-binary people, but we’re open to everyone who lives by our inclusive norms and values.

We turn these often in-accessible and unsafe environments on their heads to create our own space. This is why we collaborate with community initiatives to host or organize make-up workshops. Our company is trans, queer and disabled owned and operated. We are community driven and try to do as much as we can to uplift our communities.

About our founder and creative director

Sharmila Vooren

I am a disabled trans woman from the Netherlands and have been a make-up artist since 2018. After working for years in retail for brands and meeting people looking for guidance in make-up, I felt there was a need for space without judgement, exclusion or feelings of unsafety in the beauty industry. Especially for those who have been systematically marginalized, specifically those of trans, non-binary and gender non-conforming experience.

That’s why I decided to start teaching private make-up classes through my company
VAIN Beauty, specifically for LGBTQIA+ and disabled individuals. Because I experienced firsthand what it was like to find my way in make-up without someone who understands why we wear make-up and need certain guidance or tools to wear make-up in a way that brings joy. With VAIN Beauty we hope to expand these safer spaces to community events and make beauty/personal care products more accessible.

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