Supercharging your skincare
and make-up routine.

Why YAY?

As a seasoned make-up artist and make-up school owner, I was challenged to find a skincare line I could use on set and at home without compromising on the quality of my look. Most products I tried failed to blend well (especially with foundation) or were too harsh for use on sensitive skin. Not to mention, when pushed for time on a shoot, skin prep needs to be super-efficient and yield instant results. Yup, the struggle was real!

During the COVID lockdown, I began developing YAY as one of Europe's first skincare brands made for make-up artists and make-up lovers. Working with my formulator, we created each product from scratch – informed by our industry knowledge, extensive ingredient research and feedback from an independent test panel of everyday make-up users and beauty professionals.

After almost 2 years of blind testing, revising formulations and simultaneously completing my Cosmetic Sciences degree in Brussels, I launched YAY as the absolute skincare essentials I wish I'd had in my kit from the outset. Now, I'm on a mission to make YAY unmissable in yours.
 

Nathalie

It’s a hydration situation.

The best base for your make-up? Healthy, hydrated skin! Therefore, YAY's 3-step skincare routine is formulated with barrier-nourishing properties to lock in moisture and promote an even skin structure with every application. This intense hydration not only solves common make-up issues – such as a flaky foundation and a blotchy finish – but also allows your look's colours and textures to truly shine through. Moreover, our selected active ingredients offer both long-term benefits (after 30+ days of use) and immediate hydration – making YAY ideal for everyday and for every make-up artist on a deadline.

The perfect fit your kit.

We know how frustrating it is to find a product you like, but something about it isn't quite right. At YAY, we aim to offer no-nonsense essentials that are kind to all and genuinely functional. That's why we believe in the power of community by listening to those who use our products daily. And by producing in micro-batches in Belgium, we continue optimizing our range based on YAY customer feedback. Therefore, we consider everything, from our science-backed formulas right down to our packaging, which we promise won't weigh your kit down and features an ultra-hygienic pump system for easy dosage. Handy when working on set and just as practical for getting your glam on at home!