Karen Stark founded Silk Naturals in 2006 after deciding to make the makeup she could not find, building an independently owned beauty company in Trumansburg, New York. The business began with Perfecting Powder and now develops clean, cruelty-free formulas through extensive ingredient research and repeated testing, often shaped by customer requests.
tarte (Tarte Inc.)Founded by Maureen Kelly in 1999, tarte is a cosmetics company making makeup and beauty products built around its “high-performance naturals” approach. The brand is best known for Shape Tape concealer, created from Kelly’s experience with cystic acne, and has maintained a cruelty-free stance for more than 25 years while offering vegan-friendly options and formulas featuring naturally derived ingredients.NEW YORK, NY
Violets Are BlueAfter breast cancer treatment left Cynthia Besteman searching for safer beauty products, she founded Violets Are Blue in 2015 to make naturally derived skincare for the face and body. The company pairs its botanical formulations with a direct support mission: 10% of product purchases fund Beloved gift packages for women beginning chemotherapy at Mount Sinai’s Dubin Breast Center in New York City. Its work has earned Best In Show from the Indie Beauty Expo and recognition from the Beauty Shortlist.
Winky LuxFounded in 2015 by longtime friends Natalie Mackey and Nate Newman, Winky Lux set out to make beauty feel less self-serious and more joyful. The New York City brand creates playful makeup and skincare for everyday rituals, with a focus on cruelty-free, plastic-neutral formulas and transparent ingredient standards.