HIRO Cosmetics

Make-up made for you! HIRO Cosmetics stands for natural high-performance make-up with clean formulas, intense colors, and a professional finish. The brand combines 100% natural ingredients with finely ground mineral pigments and vegan textures - ideal for anyone looking for high-performance, skin-friendly make-up that's easy to incorporate into everyday life.

HIRO Cosmetics was founded in 2011 by Floris and Ingrid van Onna in collaboration with make-up artists. From the very beginning, the goal was to develop natural, mineral make-up that doesn't feel like a compromise, but can hold its own against conventional products in terms of performance. The brand relies on vegan formulas and avoids silicones, microplastics, synthetic dyes, and talc, among other things.

HIRO Cosmetics uses natural, ultra-fine mineral pigments that reflect incoming light and can visually minimize pores, fine lines, and unevenness. The result is a naturally radiant complexion with a soft finish. Another benefit of dry mineral make-up: its low water content creates unfavorable conditions for bacterial growth. This makes mineral powder make-up an appealing choice for many people with sensitive skin or skin prone to blemishes.

Whether it's No Doubt Foundation, a Multistick, Bada Boom Mascara, or Space Balm Concealer: HIRO stands for high performance - at an affordable price. The name HIRO is Japanese and means, among other things, “tolerant, generous” or “wealthy” - a nod to the brand's philosophy: high-quality products that are good for the skin and offer diversity in color, texture, and use.