Andrea Abraham, Founder and CEO of Woosh Beauty, on Simplifying Beauty Without Compromise

We’ve always focused on solving real problems for real women rather than chasing trends. When our products consistently delivered on performance, and we began hearing from customers about how our makeup helped them feel more confident and truly simplified their routines (and makeup bags!), it became clear we were making a meaningful impact.

Knowing we were onto something meaningful, we decided it was the right time to seek broader industry recognition.

Simplicity is at the core of everything we do. We believe beauty shouldn’t feel overwhelming. Whether it’s the Fold Out Face® or any of our products, our focus is on thoughtful design—creating high-performing solutions that feel easy, intuitive, and still luxurious.

It’s a validation that simplifying beauty is not only needed, but truly valued. For us, it reinforces that you don’t have to overcomplicate things to stand out—you simply need to solve something in a meaningful way.

We stay firmly grounded in our core: if it doesn’t make beauty easier or better for our customers, we don’t pursue it. That focus keeps us aligned, and that clarity gives us the freedom to innovate while staying consistent.

One ongoing challenge is balancing simplicity with performance—making products easy to use without compromising results. We address this by testing relentlessly and listening closely to customer feedback.

The solution often comes from refining, not adding. We’re committed to giving you only what you need—nothing more—while thoughtfully curating products and tools so you have everything required to create a complete look, effortlessly.

I always come back to our customer and our “why.” When you remember who you’re building for—and how your product can genuinely improve someone’s day—it keeps everything in perspective and helps you stay focused.

It brings me so much joy to hear how our products help people feel good about themselves.

We aim to remove pressure from the experience. Beauty should feel good—not intimidating or exclusive. If we can help someone feel more confident in less time, that’s a positive contribution.

We want beauty to feel more approachable, more empowering, and more realistic for busy women.

We stay closely connected to our customers through real conversations and hands-on support every day. Our NYC-based team of five personally handles customer service emails and chats, assisting with everything from shade recommendations based on skin tone to product tutorials and application tips.

Our customers are incredibly important to us—we want them to feel seen, supported, and heard. Their feedback directly shapes what we do next, whether it’s improving formulas, refining our shade range, creating new educational tools, or making the overall experience more seamless. It’s not abstract for us; customer feedback is embedded in how we operate every day.

They highlight what’s truly working and help push the industry forward. When thoughtful innovation is recognized, it encourages others to raise their standards as well.

A greater focus on usability and real-life application, with less complexity for its own sake. And more brands considering how their products fit into someone’s everyday life—not just how they look on a shelf or screen.

Solve a real problem and stay clear on your value proposition. There’s so much noise in the beauty space, and it’s easy to get distracted by what everyone else is doing—but staying focused on your customer and what sets your brand apart is essential.

One of my favorite phrases is “do it scared.” I come back to this whenever I take on a new project or step outside my comfort zone. Believe in yourself and your vision, even if you don’t have everything figured out yet. You learn so much by taking that first step and continuing to move forward.

This is truly a team effort. Woosh is built by a group of people who genuinely care about both the customer and the product, and that mindset is reflected in everything we do.

There’s a lot we’re excited about, but it all comes back to our core idea of making beauty easier. We recently launched the Woosh Fragrance Edit—a curated collection of six clean, solid scents that has been in the works for some time.

Beyond that, we continue to build on what we’ve always focused on, constantly exploring ways to make our customers’ experience more enjoyable.