Location

Flushing, New York, United States

Founded

2015

Price

Affordable

Shipping

Worldwide

Catalogue

6 products

Ace Beauté logo

Ace Beauté

About

Ace Beauté is a Houston-based colour cosmetics brand and one of the most successful Black-owned beauty businesses to emerge from the American indie scene. Founded by Niye Aniekan-Attang, a Nigerian-American entrepreneur who started the company after struggling to find pigmented, wearable shades made with deeper skin tones in mind, it has grown from a small independent launch into a nationally stocked name. The range covers eyes, face and lips: eyeshadow palettes, glow-boosting highlighters, cream blushes, primers, eyeshadow sticks, eyeliners and lip glosses. Formulas skew dewy and luminous rather than flat and matte, and the brand's marketing centres on personality over trend, inviting shoppers to choose by mood through its "Find Your Persona" approach. Price is a deliberate part of the proposition. With most products falling between roughly $14 and $32, Ace Beauté sits firmly in the affordable beauty tier, which makes it a practical choice for everyday wear and for anyone building a first serious makeup collection rather than buying one hero product at a time. Products are cruelty-free, and the brand does not test on animals. As both a women-owned and Black-owned business, Ace Beauté belongs to a small group of independent American beauty brands that have scaled without giving up founder control. For shoppers looking for affordable, cruelty-free, Black-owned makeup built for everyday wear across an inclusive shade range, it remains one of the more dependable names in the category

Brand Details
American Beauty
N
Niye Aniekan-Attang

Shop Ace Beauté

Picked by the brand. Checkout happens on Ace Beauté’s own site.

Frequently asked questions

Is Ace Beauté's makeup actually good quality?
Ace Beauté's makeup quality gets real praise. Influenster rates its Oceanic Palette 4.8 out of 5, though a few matte shades run flaky and packaging skips a mirror.
When and where was Ace Beauté founded?
Ace Beauté was founded around 2015 to 2016 in Houston, Texas, starting with just 10 false eyelash styles sold on Instagram before it added eyeshadow palettes in 2017.
What makes Ace Beauté different from other indie makeup brands?
Ace Beauté differentiates itself with inclusive shade ranges and its Beauty for All motto. It's Black-owned, woman-founded, priced $14 to $32, and has recently leaned into a dewy skin look.
Is Ace Beauté cruelty-free and vegan?
Ace Beauté is cruelty-free and vegan, independently confirmed by Cruelty-Free Kitty and PETA. No animal testing happens anywhere, including China, and no animal-derived ingredients are used.
Is Ace Beauté still a legitimate, trustworthy brand to buy from?
Ace Beauté is still legitimate and trustworthy. It went through a rocky 2024 with heavy discounting, but it repositioned around a dewy skin line and is actively selling today.
Who founded Ace Beauté, and what got her started?
Ace Beauté was founded by Niye Aniekan-Attang, a former finance professional inspired by her grandmother's daily makeup routine, and built around the motto Beauty For All.

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