Headquarters: Connecticut
Established: 2023
Hero Product: Sleep With Me Nighttime Resurfacing Cream

Longevity and pro-aging are the future of beauty. 

So much, in fact, that Coty is using its gargantuan influence to undefine it. For the Happi Top 50 Company, beauty is in everything, not just one set definition, and shouldn’t be characterized by any combination of colors or specific physical features. 

In fact, the movement is becoming so great, the company is pushing a “#UndefineBeauty petition to gain public support of its initiative to have English dictionaries update their definition of the term, thereby changing its context. What the company found most offensive, for example, was Oxford’s definition of “beauty” as a noun, meaning “a beautiful woman” used in the sentence: “She was considered a great beauty in her youth.” 

For brain scientist and psychologist, John-Dylan Haynes, professor at the Charité Medical University in Berlin, “there is no valid single standard of beauty; the way we assess beauty is acquired, rather than evolutionary.”

My Youth Never Ends

With the changing ethos surrounding beauty and consumers championing older age, one new indie brand is changing the way menopausal women feel about their looks. MYNE Beauty, an acronym for “My Youth Never Ends,” aims to claim what’s theirs—their age—and all the accomplishments, steps and mountains they’ve climbed to earn it. 

The brand was founded by Liz Martin, a past executive director of product development at Estée Lauder and Perricone MD, whose experience in the beauty industry spans three decades. 

“I’ve literally spent my entire career developing products to keep aging at bay that perpetually talk about youth,” Martin told Happi in a recent Zoom interview. “I have lines, I have wrinkles, I have dark spots… and dammit, they’re not flaws. It’s really the roadmap, it’s the journey of my life.”

Whip-Smart Product Line

Founded in 2023, MYNE Beauty launched with two SKUs, a skin restoring serum called Modern Wisdom and Sleep With Me Nighttime Resurfacing Cream. The latter is an antioxidant-rich cream that contains a slow-release retinol to boost collagen production to plump and firm skin while accelerating cell renewal to repair and rejuvenate skin; Vitamin C ester to restore skin’s radiance and correct uneven skin tone; a peptide blend to create collagen and prevent collagen breakdown; a biomimetic moisture blend to mimic the ratio of lipids found in young skin, allowing for optimal hydration in more age-experienced skin; and caffeine to soothe and protect skin from the effects of free-radical damage. It can be layered over Modern Wisdom—a cocktail of bakuchiol, niacinamide, green tea and other skin-loving ingredients, which work to diminish photodamage—for optimal results.

The brand’s newest SKU, which launched last month, is a lip-and-cheek, cream-based makeup hybrid in a convenient compact with a magnified mirror (No reading glasses needed!). The makeup comes in four universal shades: pink, plum, caramel and sheer red, and adds a touch of color to define lips and cheeks for the skinimalist on the go.