Who we are

We care about our community, and we believe everyone can be a heroine and has a story to tell. You—our customers and followers—are the center of our actions. We aim to be affirming, caring, empathic and inspiring as a company. With our vast range of vibrant colors and abundant styles, we would like to encourage you to love yourself just the way you are. We want you to celebrate life, to be open-minded and self-confident.   

If we want to change the world, we need to lead by example. This is why we decided to show that things can be done differently. heroine.nyc stands for equality, self-confidence, and empowerment. “Colors of Equality” is more than just a snappy slogan for us. We believe that everyone can be heroines—regardless of gender identity, sexual orientation, skin color or age. 

We think that colors are the strongest way to express this form of self-realization and creativity. A heroine goes through life self-confident and proud—which is by no means selfish: A true heroine also cares about nature, the planet, and its inhabitants and stands up for them.  

We know one thing: Everyone on this planet deserves to live a happy life—this is why our products are vegan and cruelty-free. This way, no animals are harmed during the production process. And we didn't stop here! All our nail polishes are also 9-free, meaning that they don't contain any toxins. At heroine.nyc, we decided to make a difference—not only because holistic health is essential for us, but also because we care about the planet!  

Being a heroine means something different to everyone. We want to empower every inner heroine and be their cheerleader. In addition, we are committed to sustainability and animal welfare.

heroine.nyc is an inclusive brand for open-minded, creative, and multifaceted personalities. With our varied color palette, we want to encourage everyone to express their uniqueness. We love your stories and individuality — You are the center of our brand! Being a heroine means something different for everyone. We want to empower your inner heroine and be your cheerleader. In addition, we are committed to sustainability and animal welfare.

Colors influence emotions, and each person perception of color is different. There are unlimited colors with different shades—just like all the personalities in this world. Colors give expression to creativity and personality. At heroine.nyc, we love all shades of the rainbow and we want to encourage people all across the globe to feel free to express their personality through colors.  

We want to challenge stereotypical beauty standards and stand up for tolerance, equality, and personality in a colorful world.