Yuvana Beauty Breaks New Ground for Makeup Catering to Aging Skin

Yuvana Beauty has launched a new line of cosmetics addressing a significant gap in the makeup industry for aging Black and Brown skin. Founded by Priya Thomas, a Guyanese-born entrepreneur, this New York-based brand offers products specifically tailored for women over 40. The line combines color precision with skincare-infused formulas, aiming to enhance beauty while addressing the unique skin changes that come with age.

“There was a big gap in the market,” Thomas stated. “A lot of shades didn’t complement our golden and olive skin tones. And as we age, our skin changes, but the makeup hasn’t.” Yuvana Beauty’s initial product launch includes 20 long-wear liquid lipsticks, eight lip glosses, and a brightening lip oil. Each is formulated with nourishing oils and clay to enhance deeper and olive undertones. A foundation line and skincare collection are expected to follow soon.

Filling a Market Void

Thomas identified the lack of suitable makeup options for mature women of color early in her career. While working at Sony Pictures Entertainment, she observed professional makeup artists and began her journey into beauty. Despite her passion, she encountered challenges with existing products, often mixing pigments and adjusting foundations to meet her clients’ needs. Many complained about irritation or oiliness, highlighting a clear demand for better-designed cosmetics.

After considering launching her own line in 2012, Thomas faced a personal crisis that delayed her plans. A severe lupus flare-up following the birth of her daughter led to joint damage, necessitating multiple surgeries. “There were days I couldn’t walk,” she recalled. “But I refused to stay in that space mentally.” This period of reflection fueled her determination to create a brand that speaks to women like herself.

A Journey of Resilience and Purpose

Thomas’s upbringing in a traditional Caribbean household emphasized education and stability. She initially pursued a career in nursing to meet her family’s expectations, despite her creative instincts leading her elsewhere. “For my parents’ sake, I went into nursing,” she explained. “They wanted something secure for me. But that wasn’t my passion.”

Her eventual return to entrepreneurship was marked by a renewed sense of purpose, driven by her experiences. “I wanted to create something that enhances beauty while caring for it,” she stated. The products from Yuvana Beauty are designed not only to beautify but to affirm the identity and worth of women over 40.

Yuvana Beauty is currently available online at yvanabeauty.com, and Thomas is working on expanding her brand into retail spaces. For her, this venture transcends cosmetics; it’s a mission to restore confidence in women. “When women see themselves in the shade, in the formula, in the mirror, that confidence comes back,” she said. “That’s why I do this.”

Yuvana Beauty is located at 145-06 243rd St., Suite 220255, Rosedale, NY 11422. As the brand grows, it promises to pave the way for more inclusive beauty options tailored to the needs of aging Black and Brown women.