Who are Jolie Beauty?
Where Rebellion Meets Glamour
Jolie Beauty is an independent, UK-based cosmetics brand with a passion for the bold, the gothic, and the unapologetically artistic. Born out of a love for alternative beauty and self-expression, we create high-performance products that celebrate individuality, with a dramatic edge.
Founded by Jolie Cashmore, a former alternative makeup artist, model & turned creative director, Jolie Beauty has never been about fitting in. From day one, we’ve stood for makeup that empowers you to express your dark side, your stage presence, your main character energy - however that looks to you.
We’re proudly based in Birmingham, the industrial heart of the UK and the birthplace of heavy metal. It’s no coincidence that our products carry the spirit of rebellion, rock ‘n’ roll, and real artistry. We don’t follow trends, we create cult collections.
Every product is designed in-house by our small team of artists, misfits, and beauty obsessives. No corporate fluff, no soulless formulas just quality makeup with meaning, made by people who live and breathe alternative culture.
💄 What We Stand For:
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Creative Freedom — Beauty should be about expression, not perfection.
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Alternative Aesthetics — From gothic glam to metal-inspired palettes, we celebrate the subcultures mainstream brands ignore.
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Indie Power — We’re not a faceless corporation. We’re real people doing what we love.
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Quality Obsessed — High-performance formulas, luxe finishes, cruelty-free always.
⚡ Join the Coven
Whether you’ve been a lifelong goth, a metalhead, or you’re just discovering the power of bold beauty, welcome to Jolie Beauty.We’re here for the outcasts, the visionaries, the ones who turn heads and break rules.
What makes you different, makes you beautiful.