Zoom's Favs: Whats Up Beauty

Welcome to my first installment of Zoom's Favs, where I highlight a brand that I've been crushing on and the reasons why. I've been eager to start this blog edition, so let's get started!

Whats Up Beauty

I was kindly invited to discover Whats Up Beauty and their offerings during the second half of 2023. The brand was brought to life by Alena Monson, an Arizona-based entrepreneur and social media influencer who wanted to build an inspired brand where fun, wearable colors meet clean formulas. An immigrant to America, Alena initially watched social media to improve her English and learn about the beauty products she was finding on store shelves, but none met her expectations.

While looking for clean products she was comfortable putting on herself, she began noticing the lack of color, specialty finishes, performance, and wearability. Having an engineering background, she applied her analytical brain and worked tirelessly to perfect her beauty products. She began combining wearable colors and fun, sophisticated finishes with cruelty-free and clean formulas. The positive response to her work has been overwhelming and continues to drive her to create while building an online personal relationship with her customers.

What's to love?

Offerings

Whats Up Beauty has an impressive inventory of beauty and nail products available online and in their storefront, headquartered in Arizona. With sophisticated colors that range from vibrant to neutral and everywhere in between, you're sure to strike the perfect balance.

Quality

Of the items I've tried, I've not been disappointed once. Their shadows have great wearability and impressive pigmentation with no blotchiness. They blend splendidly as well. Their Serengeti Highlighter Duos have a skin-loving formula that gives you a beautiful glow, and their polishes dazzle! And their Watch Me! mascara is among my top 5 mascaras of all time.

Attention to Detail

From packaging to the color story, you can tell that Whats Up Beauty takes great care to craft its offerings not only to be enjoyed but to have a premiere presentation. As in their Serengeti Highlighter pan pressings and their packaging designs, for example.

Commitment to Cruelty-Free, Clean Ingredients

A constant theme in Whats Up Beauty's offerings is the care they take in their ingredients. Their Serengeti highlighters are Talc-Free, Clean, Cruelty-Free, Vegan, and enriched with moisturizing Squalene and Glycerin. Their Dragon Eye, Geodes & Desert Monsoon palettes are made in Italy, Talc Free, Clean, Cruelty Free. Their What's Up Nails line uses a 12-free formula.

Giving Back

Inspiration for the Serengeti Highlighter Duos collection came from the husband of the founder, Alena Monson, and his parents, who grew up in East Africa and regaled her with their childhood stories enjoying the wildlife in the beautiful parks around Arusha and Nairobi, including the Serengeti National Park.

The cheetah continues to be in danger of extinction, and Whats Up Beauty is committing to their protection and preservation by donating a portion of sales to the Serengeti Cheetah Project of Tanzania.

My Favorite

It's so hard to pick a favorite out of all that I've experienced so far from Whats Up Beauty. After much thought, the edge goes to their Serengeti Highlighter Duos. The pan pressings are simply perfect, and I love the duality option. That, plus the amazing cause they chose to bring light to and support, brings it home for me.

I'm excited to see what amazing releases they have in store for us in 2024! Be sure to check them out and give them a follow!