The Makeup Brand Taking Over Our Routine

We aren’t the only ones, apparently. The co-founders of the cult-favorite brand–as well-known for their products as they are for their iconic green packaging–took note, too, reposting members of Team FP: Jenna, Cate, and Sam.

“The first time I tried SBE was November of 2024–it was actually the first time I ever tried blush at all since I’m a bronzer gal. The shade Palomino stole my heart, and I’ve been using it ever since. It gives the perfect highlight and blush glow all in one,” Jenna said.

“I discovered SBE through Instagram! I ordered the brow gel, a bronzer, and the large makeup brush and was instantly obsessed. They’re the best essentials for easy, everyday makeup–I use them every single day,” Cate said.

Sam, Assistant Design Director (and our personal style icon), has been featured on SBE’s social feeds several times now, showcasing the lip oil as a staple in her handbag.

“I actually met Ella from FP’s social media content during the pandemic, which is sort of full circle. When she started launching products, I was eager to try and have followed the brand ever since. I've loved watching it grow and expand and feel passionate about the products they're releasing! I use flamingo blush everyday and the lip oil is always in my bag.”

So naturally, we had to get in on this secret for ourselves–what is this makeup brand Team FP clearly loves so much? And why?

SBE, formerly known as Skin by Ella Rose, is a line of simple-yet-elevated, uncomplicated makeup products that focuses on highlighting the one thing everyone has–their natural beauty. Focusing on good-for-you formulas–like 100% vegan products, a Leaping Bunny cruelty-free certification, and a commitment to reducing single-use plastics and non-recyclable materials–for essential products, and, of course, eye-catching packaging, SBE has taken Team FP’s makeup bags by storm.

Claire, Assistant Copywriter:
I’ve especially been loving the SBE Beauty Lip Oil in the shade Jellyfish. This one has quickly become part of my everyday routine, whether I want my lips to be more hydrated or want a clear, glossy coat over my lip color. The minimalist packaging and doe-foot applicator are so simple yet elevated; I love throwing this one in my work bag.

I also picked up our FP Exclusive, the SBE Beauty Ladybug Blush & Brush Duo in Ladybug. Ladybug is the perfect versatile red. It’s pigmented but easily blendable to the color level you prefer. Normally, I use my hands to apply blush, but this brush has converted me. Every time I apply, I love how densely packed the bristles are–it feels great on the skin and allows for super precise application.

Jules, Copywriter:
As a former full-beat-including-fake-lashes diva, I have since leaned into the “no makeup” makeup trend, especially as I’ve started to focus more on skincare. One thing I will never give up? A lip gloss (or balm, or oil) in every bag, nightstand, or cabinet. I can’t live without my lip products, and the SBE Beauty Lip Oil formula hits every nail on the head for me. The shade Urchin provides a subtle wash of color, wearable shine, and a non-sticky, hydrating finish–hello, holy grail.

A close second to my lippies has always been blush, and I’ll admit, I was a little wary of SBE’s blushes at first. I love a cream product, but anything with shimmer tends to exaggerate my skin texture. I picked up the peachy shade Palomino, per Jenna’s recommendation, for that perfect “sunburnt” look–and actually mixed it with Ladybug. The colors created the perfect sun kissed blush color, and the shimmer was so fine that it provided a healthy glow versus chunky, pore-exaggerating glitter. I looked lit from within–and am here to report that this has been my go-to blush since first application. It’s a stunning formula!

Now that we’ve been let in on the secret of what makes SBE so magical, we let the co-founders weigh in on their ethos and the made-just-for-FP blush and brush duo.

FP: Why did you create SBE Beauty?
Ella: I was always the girl who was excited to put on a cute outfit but a little intimidated by makeup. This was right around when makeup tutorials were everywhere — YouTube, Instagram, then get-ready-with-me videos on TikTok — and I'd try to recreate a smoky eye or a sharp liner from these incredibly talented creators and just end up feeling like I wasn't “talented enough” to be in that beauty guru world, and honestly, not like myself.

Clean was just as core to it from day one. I started struggling with perioral dermatitis in my 20s, so I got really careful about what I put on my skin—nothing that would clog my pores or trigger a flare-up. Every SBE product is formulated to our clean standards and is actually good for your skin.

FP: As co-founders, what has your collaboration looked like?
Ella: We have pretty different minds, in a good way. I started this brand with a creative founder's instinct, and Jordan is especially strong in operations and the business side of things.

Jordan: We're still small enough that we're working side by side most days, bouncing ideas off each other and genuinely valuing each other's opinions before anything moves forward. We know that as we keep growing, we'll each end up with our own teams and a bit more distance from the day-to-day together—so honestly, we're trying to soak up this stage while we have it.

FP: What prompted the recent shift from Skin by Ella Rose to SBE Beauty?
Jordan: It felt like a natural evolution rather than a rebrand. Ella started this brand in her early 20s, and as we've both grown up, the brand has grown with us. Internally, we'd always just shorthand it as “SBE” anyway—in emails, texts, everywhere—so when we sat down to think about it, it felt obvious.

FP: What does your process look like from ideation to final creation?
Ella: When we dream up a product, it's always something we're already using every day ourselves. We usually start with the product itself and the format we want, whether that's a liquid or a stick, and go to our manufacturing partners for samples that meet our clean standards from day one. From there, it's rounds and rounds of refining the formula—checking wear time, color payoff, pigment levels.

Then comes packaging, which is often where the real fun (and the real challenge) is—finding something innovative that also works with the formula, then dialing in color and design, and finally the secondary packaging and everything that goes into the launch itself.


Jordan: Something that's shaped this process just as much, though, is our naming system—everything ties back to an animal, an element, or a creature, and that's become part of how we develop products, not just how we name them after the fact. We'll picture a time, a place, a creature—Butterfly literally started with an image of a butterfly landing on someone's nose during a shoot—and work backward from there. It's very visual, and it's become one of the things that makes the brand feel distinctly us.

FP: Tell me a bit more about the idea behind the product you made exclusively for Free People–the SBE Beauty Ladybug Blush & Brush Duo.
Jordan: When we first launched our blushes and brush a few years back, we noticed people weren't just buying one blush—they were pairing it with the brush, or picking up two shades at once. Duos just made sense from there.

Ella: Ladybug felt like the right shade for Free People specifically—it's a red that works year-round, whether it's reading as a holiday red or a sunburnt summer glow, and pairing it with our bestselling brush makes it an easy, obvious add-to-cart.

FP: What inspires you most when creating new products or shades?
Ella: When I think about our shades, I go back to our original three blush crème shades—they're all so different from one another. What used to intimidate me about makeup was walking into a wall of thirty different blush shades with no idea where to start, so we wanted a tight edit that's versatile and can even be mixed. We like to launch things slowly, one shade or product at a time, and actually listen to what our community is missing before we add the next one.

Jordan: One thing that makes this process special is our community—they genuinely want to be part of it. We're in the DMs and comments with them constantly, and we get emails and messages all the time with shade ideas or things they wish existed. We read all of it, and it shapes what we make next.

So, what do you say–ready to add a touch of green to your makeup bag? We have, and we’re so glad we did!