LUXIE Beauty’s Conor Riley on Staying True to the Brand’s Core Values


Founded in 2014, LUXIE Beauty offers high quality synthetic makeup brushes in a wide range of designs. The beauty brand has a soft and chic brush for just about every makeup technique and formula. From contouring to blending, and whether liquid, cream or powder—LUXIE’s got it covered. In addition to makeup brushes, they also produce an accessory line to help you keep your tools in tip top shape. This includes brush wipes, makeup bags and brush cup holders. Not to mention, each product is vegan and cruelty-free, guaranteeing a “clean,” flawless makeup look every time.

We had the opportunity to speak with CEO Conor Riley about how LUXIE Beauty stands out in such a crowded industry.

The Tease: How did you get started in the beauty industry?

Conor Riley: I started my career in finance, working in Private Equity. I had a lot of exposure to consumer product companies and loved the idea of making something that people could see and feel. I started working with LUXIE in 2016 and became CEO in February of 2018. Ever since my first day, I fell in love with the beauty industry and enjoy making the tools that allow people to express themselves.

What challenges have you faced in the industry, and how have you overcome them?

It has been a rocky road. The retail environment is changing, placing more pressure on brands to stand and deliver. Now with the pandemic raising questions that surround us as a society, it has been a challenge to stay focused. But, we have a fighting spirit here at LUXIE. When faced with adversity, we stay true to who we are as a brand and a company. We believe that good people doing good things will always overcome any obstacle.

With so many other makeup brush lines out there, what makes LUXIE Beauty so special?

LUXIE is one of the first vegan, cruelty-free brush lines. We were doing it before the rest of the industry moved in this direction. With every LUXIE brush, you get years of research and first-hand knowledge of how to build performance brushes. We do all of this while staying true to our core values.

In addition to being a vegan and cruelty-free brand, what other safe practices does LUXIE implement?

We know that the environment is the most important cause that we can rally behind. We’re continually improving our packaging to eliminate excess materials, reduce the use of plastics and be recyclable. We hope that we can reduce our carbon footprint while continuing to make high-performance brushes.

LUXIE has partnered with many different organizations, including women’s shelters, the NAACP and the World Wildlife Fund. Why is it so important to you that the brand continuously practices philanthropy?

We see philanthropy as an opportunity to express our core values. As a company and platform for the individuals that work here, we get behind causes that we believe in. In this day and age, there are so many companies that don’t really walk the walk. I am incredibly proud that LUXIE always looks to give back and positively impact our communities.

What are your long-term goals for the brand?

We have an amazing following, with fans all over the world. Long term, we want to grow, everywhere. LUXIE will go from a fresh indie brand to an international sensation, and we’re working every day to make that happen.

Are there any upcoming product launches you can tease?

We have a very special holiday set that will be launching soon! The Glimmer Set will have a Quartz handle and soft bristles perfect for achieving that flawless finish.

Is there anything else you’d like to share with our audience?

Check us out at, and thank you to everyone that has helped make us a success!

Be sure to follow LUXIE on Instagram for more exciting launches.

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