Cream Blush

Like many millennials, Minori founder Anastasia Bezrukova entered adulthood during the rise of social media-powered consumerist culture. As she hit her late 20’s, she found herself spending time, energy, and money acquiring things she did not need, and quickly realized that her anxiety and sense of unfulfillment went hand-in-hand with her impulsive shopping habit, and that she needed a solution.

A friend introduced her to Marie Kondo’s method of tidying up. As she immersed myself into the practice of decluttering, Anastasia learned about the benefits of slow living and the minimalist lifestyle. The positive impact extended beyond just having extra breathing room in her apartment — she gained a renewed sense of control and freedom which curbed her anxiety levels.

Wanting to help others experience the same feeling of liberation, she became a certified Marie Kondo Consultant as a side hobby to her career in the beauty industry. She quickly realized that she was not alone in feeling overwhelmed by the overabundance of things in our lives. In particular, her clients were struggling with owning too many beauty products they were hardly using. They expressed a desire to be more mindful with their purchases.

Anastasia decided that a purpose-driven brand focused on high-quality, consciously formulated everyday beauty essentials had to exist. After months of hard work, she launched Minori — a brand with heart and soul that takes the guesswork out of beauty, founded on the ethos of minimalism. Minori’s mission is to promote mindful consumption as a path to sustainability.