It all started with Freshly Cosmetics and the desire to conquer the cosmetic industry with ingredients that provide real value.

Freshly Cosmetics captivated a community of more than 300,000 people. After that, we decided to revolutionise the world of makeup as we knew it until now.

We are non-conformists, we don't like the conventional. We like the incredible and, with that eagerness, we got to work to create the natural makeup brand that you were dreaming for.

We spent more than a whole year working with passion in the creation of innovative products to achieve the highest quality. From this, Identy Beauty was born, which shares 100% the Freshly values.



We believe that we can all make a difference!

Quality, innovation and effectiveness. Our job toward transparent and toxic-free cosmetics goes much further. Now, it is seen in natural makeup.

We are here to revolutionise the beauty sector and to fight for toxic-free and natural cosmetics that do not follow any stereotype nor discriminate.

If we consider that we apply makeup directly on our skin on a daily basis, it is particularly important that its ingredients are as natural as possible, for a natural and healthy face.

With no parabens, no silicones, no paraffins… Only what really matters: more than 99% of high-quality natural ingredients and natural mineral pigments.

Natural Natural

We firmly believe that we should only use products whose ingredients are natural, rich of nutrients, vitamins and antioxidants, providing us with a real value for our body.

This is why we committed to achieve a 99% of natural ingredients in our products, creating something unheard of.

There are more than 10 kinds of silicones in any conventional makeup, but not in ours. After over a year of research and development, we managed to avoid all those ingredients that do not add any value, and to create a makeup that is in perfect balance with natural ingredients.

We care about the planet,
animals, people and nature.


    TOXIC-FREE No silicones, no paraffins, no parabens or petroleum, but only what really matters.

  • Toxic-Free

    CRUELTY-FREE We believe that products should not involve any animal abuse.


    VEGAN Without any animal-derived ingredients, suitable for vegans.

We care about the Planet