Sydney Grace
Budget“Six-dollar singles, pro-level payoff.”
Sydney Grace took an unusual route to makeup. Sisters Heather and Laura started out on Etsy around 2010 selling hair bows and newborn photo props, added soap and body products, drifted into cosmetics, and rebranded to Sydney Grace in 2017 — naming the brand after three of their daughters. Heather formulates, produces and fronts the brand publicly; Laura handles labelling, packaging, shipping and customer service and stays entirely off social media.
What made it stick is the value. Individual pressed eyeshadows sell for around five to six dollars in a shade library deep enough to fill a magnetic palette however you like, and the formula consistently earns top marks from reviewers who grade this category harshly. Everything is made in the USA, cruelty-free and ethically sourced. The brand sells mostly direct plus a handful of pro stockists, and leans on frequent creator collaboration palettes rather than retail expansion.
Known For
Flagship Products
- Pressed Eyeshadow Singles
- Empty Magnetic Palette
- Enduring Love Palette
- Hot Mess Eye Shadow Palette
Brand Philosophy
Build your own palette — sell shades one at a time, at a price where a mistake costs almost nothing, and let the formula earn the repeat order.