About Us
Finding Inspiration in Every Turn
Welcome to SELFYSH, where beauty meets confidence. We believe that everyone deserves to feel empowered, and our mission is to create high-quality, affordable cosmetic products that do just that. At SELFYSH, we offer a range of luxury products that blend innovation with accessibility. Manufactured with care in North America and distributed worldwide, our cosmetics are designed to suit every skin type and style—whether you’re after a bold look or something subtle. Our brand isn’t just about makeup; it’s about boosting self-esteem. We’re here to remind you that confidence is your best feature, and we’re committed to helping you express that with every product we create. From everyday essentials to show-stopping glamour, SELFYSH is all about celebrating the unique beauty in everyone. Join us in the journey of self-expression, because you deserve to feel your best, every day.
Our Story
Welcome to SELFYSH—a brand built on the belief that confidence is for everyone. Founded by Yuna K., SELFYSH was born from a simple yet powerful question: *Why not you?* The "Y" in SELFYSH isn’t just a letter; it’s a message. It asks you to think: Why shouldn’t you be the one to succeed? Why not reach for your dreams? Why can’t you be as confident and beautiful as anyone else? With SELFYSH, we want to remind you that you *can*—and *will*. Yuna’s journey started with a passion for empowering others. She noticed how beauty and self-care products often felt out of reach—either too expensive or not inclusive enough. Her vision? To create a brand that offers the luxury of high-end cosmetics at an affordable price, so everyone can feel beautiful, confident, and unapologetically *selfish* in caring for themselves. From that idea, SELFYSH was born. Our products are designed to boost your confidence and make you feel empowered, no matter who you are or where you’re from. We began in North America, with a commitment to quality and inclusivity, and now, we’re proud to be a global brand. We didn’t just want to create a beauty brand—we wanted to build a movement. A movement that says, "Why not you?" You deserve to achieve your goals, embrace your beauty, and feel like the best version of yourself. So here we are, creating a line of affordable luxury products that are more than makeup—they’re a reminder of your potential. At SELFYSH, we’re here to celebrate *you* and your journey. After all, why not you?
Available in
JAPAN
PHILIPPINES
USA
DUBAI
CHINA
Emily S.** *
"SELFYSH products have completely transformed my skincare routine! The quality is amazing, and I love how affordable it is for such high-end results."
Jenna M.**
"The 'Y not you?' message really resonates with me. SELFYSH isn’t just makeup—it’s a confidence boost that I wear every day!"
Alex R.**
"I’ve never felt more confident. SELFYSH gives me the perfect blend of luxury and accessibility. My skin looks and feels incredible!"