Beauty, Redefined

Ette was born out of the need for an elevated beauty experience for people of color. A space focused on our unique beauty needs and wants—where we are not otherized, marginalized, or ignored. We're here to redefine the standard of beauty.

Here at Ette we give our community more than the "ethnic" aisle. Our mission is to connect you with the brands that place you at the forefront, not the afterthought. Every brand and product featured on Ette is founded by people of color and built with you in mind.

We believe in providing you with the best in beauty. Here's our process:

Ette was born out of the need for an elevated beauty experience for people of color. A space focused on our unique beauty needs and wants—where we are not otherized, marginalized, or ignored. We're here to redefine the standard of beauty.

Here at Ette we give our community more than the "ethnic" aisle. Our mission is to connect you with the brands that place you at the forefront, not the afterthought. Every brand and product featured on Ette is founded by people of color and built with you in mind.

We believe in providing you with the best in beauty. Here's our process:

SOURCE

We meticulously research the best brands building products with you in mind. Indie brands that align with our mission and values and build with you in mind.

TEST

Our beauty council, a panel of beauty experts and Ette community members, test and review all products prior to being featured on Ette.

CURATE

Based on the feedback from our beauty council we curate a selection of the highest quality, most effective products to feature on Ette.

After years of frustrating experiences shopping beauty, Efi Turkson was inspired to found Ette. Efi created Ette to set a new standard, to center those who are often ignored, and to celebrate our beauty.

OUR FOUNDER

After years of frustrating experiences shopping beauty, Efi Turkson was inspired to found Ette. Efi created Ette to set a new standard, to center those who are often ignored, and to celebrate our beauty.