About Us
Our identity
Natural, cruelty-free skincare that combines a minimalist philosophy with maximum results. That’s our story at its simplest. Want to know more? Here goes.
Placing the natural world at the heart of our concept, we gathered an expert team of cosmetic scientists and artisanal producers to fuse centuries of herbal wisdom with the latest scientific advances. We practice care and kindness at every stage of the process, using our Seed-to-Bottle Philosophy®.
The result is a streamlined range of powerful products that give your skin the nourishment it needs, whether solo or in harmony as a complete regime. But that’s not all that makes us different.
- Small, independent company based in SoCal? Check.
- Gender and age inclusive? Check.
- Innovative, ethical and sustainable materials and processes? You’ve guessed it: Check.
- Transparent, traceable story for every ingredient with our Seed-to-Bottle Philosophy®? Check.
- Community and charitable contributions? You bet.
Inspired by nature, infused with science and crafted for you.
This Is It.
Our collection
Featuring just three carefully balanced formulas, our launch collection of NoTox Perfector, LiquidReset Serum and InstantNourish Cream embodies our philosophy of minimalist skincare meets maximum results. We’ve chosen the finest fresh botanicals, patented active ingredients and peptides from unique molecular distillation. It’s nature meets science.
NoTox Perfector
Designed to visibly firm, lift and refine your skin, replacing invasive anti-aging procedures.
LiquidReset Serum
Created to revive, restore and protect your natural radiance with delicate hydration.
InstantNourish Cream
Provides 24-hour active support that adapts to your skin’s needs for intelligent moisturization.
Small but Mighty: Woman-Owned and Thriving!
As a small, independent brand, This Is It. Beauty is delighted to be part of the U.S. Women’s Chamber of Commerce (USWCC) and The American Small Business Chamber of Commerce. These memberships allow us to connect with other passionate, like-minded entrepreneurs, share ideas, and work together toward a future where independent, women-owned businesses thrive. We’re proud to grow alongside those who share our vision!
FAQs
Luxury clean skincare combines premium, non-toxic ingredients with advanced science and elegant experiences. Our formulas are free from parabens, sulfates, synthetic fragrance, and harsh chemicals.
Yes! Clinical studies show clean actives like vitamin C, peptides, bakuchiol, and botanical extracts can visibly reduce signs of aging (Journal of Cosmetic Dermatology, 2021).
Cleanse → Serum (LiquidReset Serum) → Treatment (NoTox Perfector) → Moisturizer (InstantNourish Cream) → SPF (AM only).
Many botanical actives are clinically proven to match or exceed synthetic ingredients for antioxidant, brightening, and firming effects (International Journal of Cosmetic Science, 2020).
Bakuchiol, niacinamide, sodium hyaluronate, peptides (Argireline), lactic acid, rose extracts, hydrolyzed lupine protein, collagen, elastin, and lactobacillus ferment—all featured in our bestsellers.
Our formulas are dermatologist-developed, fragrance-free, and rigorously tested for all skin types.
Most users notice improved hydration and glow within 1–2 weeks; visible anti-aging benefits (smoother, firmer skin) appear in 4–8 weeks with consistent use.
Absolutely. Investing in high-quality, science-backed formulas delivers real results and supports long-term skin health.
Our Seed-to-Bottle Philosophy® guarantees full traceability, ethical sourcing, and third-party testing for purity and potency.
This Is It. Beauty stands out by meeting the highest-grade European standards and applying clinical precision to every formula. We use advanced processes like molecular distillation to deliver ultra-concentrated, beyond-clean actives—ensuring each product is not only pure and safe, but also exceptionally effective. Our minimalist, science-backed approach means you get transformative results with fewer, more potent ingredients—setting a new standard for clean, high-performance skincare.
Your Ultimate Skincare Destination
Minimalist Skincare. Maximum Results.
