U Beauty was created by Tina Craig, founder of @bagsnob and an industry expert in fashion, beauty and wellness. For over 15 years, Tina has been actively shaping the young influencer industry with her content and collaborations with leading luxury brands. Her over 1.5 million followers love Tina for her authenticity and excellent knowledge of skincare. In 2019, after a decade of successful collaborations with beauty brands, Tina launched U Beauty. She wanted to fill a need she had identified in herself and her followers: a simple, clean and efficient solution for all skin types that focuses on long-term results and skin integrity. U Beauty is revolutionising skincare through its patent-pending SIREN capsule technology.

U Beauty is known for its award-winning, high-performance, advanced skincare through its patent-pending SIREN capsule technology, which allows key anti-ageing ingredients to be targeted to the skin through a proprietary encapsulation process. Instead of releasing fierce (and often aggressive) active ingredients all over the skin's surface, U Beauty's SIRENS treat stressed skin by attracting damage-causing free radicals like a magnet. By localising critical active ingredients to damaged areas and keeping them away from healthy-looking skin, U Beauty products achieve incredible, transformative results: The improvement is clinically proven, without any skin irritation.

All U Beauty products are manufactured in a 100% CO²-free facility. Electricity is sourced from renewable sources. Every bottle and packaging is made of recycled plastic and is recyclable. Their formulations - produced in Italy, where the brand adheres to EU cosmetics law and the strict exclusion of over 1,500 substances - are always clean, non-toxic and free of GMOs, gluten and additives. U Beauty has a zero-waste goal and is continuously looking for ways to improve their sustainability practices. The brand also works with the non-profit organisation One Tree Planted and plants a tree for every purchase made.