Happy Birthday, heroine.nyc!
Time for some changes
We love all colors.
We are empowering and creative.
We are joyful, colorful, and fun.
We embody tolerance.
We love animals.
We love personalities and their stories.
We are inclusive.
We are mission-driven.
We enable everyone to express themselves.
We care about our community.
We take responsibility for your planet.
These are our heroine.nyc brand values—which we’ve embodied since our founding six years ago. So, today's our birthday, and we want to celebrate it with you—our community.
To mark this momentous occasion, we would like to share our new vision and mission with you. As heroine.nyc, we are taking a step further, and we are working toward an extensive rebranding which we will unroll step by step. We know you will love it, so please make sure to stop by on our blog and social channels for the latest updates.
You are part of heroine.nyc
Your opinion is at the core of everything we do, every decision we make, every product we launch, every direction we turn. And we want to keep it that way. Your input will continue to guide us because you are the most vital component of our success as a beauty brand. That's why in the future, we want heroine.nyc to be a platform for you to express and explore your creativity and personality!
You are a part of heroince.nyc, and we want heroine.nyc to become a part of you. We are convinced that each person's perception of color is different, and we care about yours. Because colors influence emotions, and isn't that what nail polish and makeup are all about? There is an impressive spectrum of colors with countless shades—just like all the personalities on this beautiful planet.
Changing the world
It may sound crazy, but we actually want to take our shot at changing the world. At heroine.nyc, we love all colors and shapes and want to encourage people around the globe to feel free and express their individuality through color.
It is part of our mission to challenge the stereotypical beauty standards, and to promote tolerance, equality, and empowerment in a multifaceted world.
Everyone can be a heroine—and being a heroine can mean something entirely different to everyone. We want to be your cheerleader and help you to embrace your inner heroine, express your personality, and shine with all your beauty.
You are the center of our brand, and we would like to tell your story–regardless of who you are, where you're from, which gender you identify as, which pronouns you prefer, who you love, how old you are, and how you like to dress or dye your hair.
Taking care of the planet
Sustainability and animal welfare are at the heart of our company.
Therefore, all our products are cruelty-free and vegan—we have even been awarded the Leaping Bunny seal and the Cruelty Free & Vegan label. Every human and animal counts, therefore we forego any toxic ingredients
that may affect your health. For example, our nail polishes are “9-free”, which means they are free of Formaldehyde, Toluene, DBP, Formaldehyde Resin, Camphor, Xylene, Ethyl, Tosylamide, Triphenyl Phosphate, and Parabens.
Urban, honest, supportive, modern, trustful, inclusive, emotional, optimistic, empowering, open-minded, and confident—this is what we are, and we hope you'll join us on our journey!
Happy birthday, heroine.nyc!