Soshe Beauty
Mid-Range“Refillable clean makeup, minus the waste.”
By Viktoria @vioda.makeup · Published · Updated
Soshe Beauty is a mid range makeup brand from the United States, founded in 2021 by Sahar Rohani, Junyi Wu & Aidan Maddox. It's best known for its G.L.A.M. refillable clean mascara, Refillable, magnetic-closure cases with cheaper refills and Certified Plastic Negative & Leaping Bunny cruelty-free.
Soshe Beauty is a Los Angeles clean-beauty label that started as a college project at USC before founders Sahar Rohani, Junyi Wu and Aidan Maddox turned it into a full refillable makeup line. The trio came up through Credo's accelerator for underrepresented founders and built the brand around a single frustration: that most color cosmetics are single-use plastic destined for landfill. Their answer was to make performance-first formulas that live inside refillable, magnetic-closure cases you buy once and top up over time.
The brand's hero is its G.L.A.M. refillable mascara, one of the first genuinely refillable clean mascaras on the market, now joined by a precision eyeliner, a soft-glide lip pencil, a hydrating lipstick, a peptide glow balm and an easy-blend blush. Soshe is Leaping Bunny cruelty-free, Certified Plastic Negative and a member of 1% for the Planet, with refills priced well below the original cases so the sustainable choice is also the cheaper one. Sold through Credo and now rolling out across hundreds of Ulta doors, it sits alongside the small group of refill-first color brands trying to make low-waste makeup mainstream.
Popular Products
What Soshe Beauty is bought for. The ones we've found dupes for link through to the comparison.
- G.L.A.M. Refillable Mascara
- Refillable Precision Eyeliner
- Refillable Hydrating Lipstick
- Soft Glide Lip Pencil
- Peptide Glow Balm
Known For
Brand Philosophy
Clean, high-performing makeup should be refillable by default, so the sustainable choice is also the affordable one.