Research took center stage. We studied skin biology, pH, barrier function, and what “clean, effective, and kind” should really mean. We mapped out which ingredients make a visible difference—and which are just noise.

Small-batch experiments started at home. Friends tested early formulas, we listened closely, and every round of feedback shaped simpler, smarter products.

As routines shifted, self-care became essential. We built a community around honest conversations about skin goals, sensitivities, and consistency—prioritizing formulas that fit real lives, not trends.

We partnered with labs and skincare experts to refine texture, stability, and efficacy. Our north star: fewer products that do more, with gentle actives at skin-friendly levels.

Traceable ingredients, mindful packaging, and responsible manufacturing. We chose suppliers we trust and committed to clarity over claims—so you always know what’s inside and why it’s there.

be.u was born as a name—and a promise: be uniquely you. We shaped our visual identity, tested our first collection end-to-end, and prepared to launch with care (not hype).

We released our first products: streamlined essentials designed to calm, strengthen, and support the skin barrier. Each formula reflects years of learning, countless iterations, and one simple idea—beauty should feel like you.

Nowadays, we're writing the story everyday with you. Our goal is to spread through the world, the authentic message of the beautiness of being ourselves.