Moira Beauty

Moira Beauty (often styled Moira Cosmetics) was founded in 2017 in the Los Angeles area by Christine Ko, who set out to deliver luxurious textures, true-to-life shades, and dense pigment without the traditional beauty markup. The brand built its reputation on enormous, affordable color ranges — pressed-pigment eyeshadows, loose setting powders, blushes, and lip products — most priced in the single digits to low teens.

Moira exploded on TikTok, where reviewers repeatedly flagged its Chroma Light pressed pigments and loose setting powder as legitimate dupes for far pricier shadows and finishing powders. The brand leans into trend-driven, maximalist makeup and rapid SKU expansion, with broad availability through its DTC site, Amazon, and a growing list of international stockists. For a budget shopper chasing high-impact color, Moira sits alongside Beauty Creations, ColourPop, and BH Cosmetics as a go-to viral value brand.