The Beauty Crop
Budget“Formula first, beauty fun.”
By Viktoria @vioda.makeup · Published · Updated
The Beauty Crop is a budget makeup brand from the United Kingdom, founded in 2015 by Ning Cheah. It's best known for its Oui Cherie Gripping Primer, Lipstick Milkshakes and Plant-based skincare-makeup hybrids.
The Beauty Crop is a London-based, women-founded color cosmetics brand started in 2015 by Ning Cheah, a former investment banker with a chemical-engineering background who set out to build playful, clean makeup that did not sacrifice performance or affordability. The brand's whole identity rests on three pillars it calls Formula First, Make Beauty Fun, and No Nasties — luxury-grade plant-based ingredients, candy-bright branding, and vegan, cruelty-free formulations, with many products priced under £5.
Known for skincare-infused makeup and a sense of humor — including its dessert-themed Lipstick Milkshakes — The Beauty Crop has carved out a niche as an indie clean-beauty alternative to the big drugstore houses. Its viral Oui Cherie Gripping Primer and hydrating setting mists have driven recent social traction, and the brand pairs affordable luxury positioning with community-driven product development and cause partnerships. It sits naturally alongside budget-clean players in the dupe conversation, offering ingredient-led formulas at prices that undercut prestige equivalents.
Popular Products
What The Beauty Crop is bought for. The ones we've found dupes for link through to the comparison.
- Oui Cherie Viral Gripping Primer
- Hydrating Setting Mist
- Lipstick Milkshake
- Erase & Fade Serum
Known For
Brand Philosophy
Formula First, Make Beauty Fun, No Nasties — luxury ingredients at accessible prices.
FAQ
The Beauty Crop Official Channels
Where to buy, and how to reach The Beauty Crop customer service directly.