We started CULT ICON because we were tired of beauty feeling like a set of rules no one could live up to. Steph has always been open about the pressure she’s felt from unrealistic beauty standards, and Yasmine has spent over a decade inside the beauty industry watching those same pressures play out from the other side. Together, we wanted to create something different: a brand built to celebrate your unique features and products that don’t erase you, but give you the power to take control and show up on your own terms. Not the industry’s or the algorithm’s. Yours.
