Amaterasu Beauty is a cosmetics brand that strongly values creating top quality products with a high ethical standard of integrity. Their products can accommodate many individuals with allergies and sensitivities. Opting for a cleaner alternative wherever possible, without compromising on performance, Amaterasu's entire eye collection is 24-Hour, Smudge Proof, Waterproof, and Paraben and Phthalate Free.
The Amaterasu story began in 2006 when Amaterasu founder Sara Au Yeong was invited to serve as the Head Makeup Artist for the Miss America series in Santa Monica, California. One of her responsibilities was to assemble makeup kits for all 52 contestants. However, she could not find any products at the time that would not smudge, flake or smear under the hot lights.
This was the initial inspiration to design a line that would be long-lasting, smudge proof, and waterproof. The first product created was the Liquid Eyeliner, also known in the industry as The Geisha Liner. Initially named Geisha Ink, the collection was rebranded into Amaterasu, an allusion to the Japanese Sun Goddess of illumination, brilliance, and beauty.
