For us beauty doesn’t have favorites. It’s not for the chosen ones; the gifted people. Beauty is for everyone. It’s inclusion, not exclusion. It’s in the whole, not in its parts. It’s feeling good without making others feel bad.
Yes, beauty is plentiful. But it's also humble. It doesn't like pedestals. It doesn't want to be revered or followed. It wants a friendship, not idolization. A dialogue, not a monologue.
Beauty cares. Actually, it is care. But it’s also “I don’t care”. “I don’t care what the others will say”. “I don’t care what you think perfection is”.
After all, Beauty is the opposite of perfection. It’s freedom. It’s a listener, not a talker. It’s pleasure, not guilt. It’s a friend, not a judge. It’s a right, not a privilege.
Beauty is everything that makes you feel good, loved and accepted. And if you ever felt the opposite because of it, we have to tell you: It wasn’t beauty.
Because beauty is not cruel. It’s not selfish. It’s not hurtful.
Beauty is loving. Beauty is good. And we all deserve it.
Beauty is kind. One of a kind.
Real results. Realistic prices.
Made for all, in Good Faith.
We think about skin and wellness differently. To us, they are a whole integrated system where skincare and supplements together make a greater impact for long term skin health. It shouldn't be overwhelming, and it's our goal to simplify your self-care routine.
Our Products are made in Good Faith and backed by science to provide the holistic care that we believe everyone deserves.
The name Good Faith, meaning 'honesty and sincerity of intention', has been our inspiration from the start. Our commitment is to lead a movement toward a world in which we empower individuality and engage a deeper confidence in ourselves and in our skin. We believe it's time to highlight real people with real skin, define our own beauty and embrace our natural selves.
As the industry is constantly evolving, so are we. Our team is always engaged with the latest ingredients to consciously curate safe and effective formulas made in the US. Each selection is purposeful and always has our community and our environment top-of-mind.
No gimmicks here, we'll always break it down for you. We genuinely believe your products should do exactly what they claim, and you should know exactly what's in them. Our brand is rooted in self-care and transparency, and we want to embrace the natural beauty of healthy skin.
Katie Baeyens, Co-Founder.
A Southern California native and wellness-enthusiast, Katie has always been dedicated to a healthy lifestyle and fitness routine. Her career in e-commerce, helping grow various beauty, health and wellness brands, led her to dig deeper. After a conversation with some friends awakened her to the idea that the products she was putting on her skin could actually be doing more long-term harm than good, she set out to find a brand whose formulas and values would fit into her overall health and wellness routine. She quickly found that many of the products that would fit this mold were priced in such a way that they were inaccessible to large portions of the population. This didn’t sit well with her. A passion was sparked to want to make highly-effective, safe formulas accessible to more women and to do it on a platform that sought to build women up and celebrate real skin. Knowing Michelle’s background in product formulation, Katie began to talk to her about the things she was seeing and found that they shared the same passions and frustrations as beauty-product consumers. Given their respective backgrounds in e-commerce and product formulation, the two decided to take the leap of faith (pun absolutely intended) and build the brand they had been searching for, and the story of Good Faith began.
Michelle Fry, Co-Founder + CEO.
Also a Southern California native and beauty industry veteran, Michelle began her extensive career in product development directly out of college. She had a deep passion for creating beauty products from a very young age, and her dream became a reality as she built several skincare and color cosmetic innovations in senior leadership roles on a global scale, bringing bestselling products to market for many prestigious industry-leading brands. Michelle has led numerous teams to secure first-to-market innovation through research & development, packaging, marketing, and compliance worldwide. By chance, she met Katie and realized their shared passion for building an authentic community with elevated skincare standards and a drive to bring formulations, ingredients and results to the next level. They began working together to create what they wish they had access to all along and ultimately developed these products made in Good Faith.