San Francisco-based cosmetics brand known for its retro pin-up packaging and multi-use, quick-fix makeup products.
ORIGIN
United States
PRICE TIER
mid
Founded in 2004 in San Francisco by Marissa Shipman—who famously bought makeup recipe books on Amazon to experiment in her kitchen—theBalm is a cosmetics brand built on a "beauty in five minutes" philosophy. The brand is instantly recognizable for its kitschy, 1950s pin-up girl packaging and clever, pun-heavy product names. Designed for quick, multi-use application, theBalm’s core lineup focuses on highly pigmented powder products, including the cult-favorite Mary-Lou Manizer highlighter and Bahama Mama bronzer, alongside long-wearing matte liquid lipsticks.