Vatarie wasn’t created to follow trends.

It was created to set the tone.

I’ve been in the beauty world my entire life. Long before titles, before launches, before packaging and branding, I was already obsessed with transformation not just how makeup looks, but how it changes the way you show up. How one small detail can flip your confidence switch and make you walk different, talk different, move different.

That’s the energy behind Vatarie.

I created this brand for women who don’t need permission to shine. For women who are building, becoming, evolving, and still want to feel soft, powerful, and put together at the same time. Women who want beauty that works with them, not against them.

Our products are intentional. Every shade, every formula, every detail is designed to enhance, not hide, who you already are. Vatarie is about effortless confidence, the kind you feel when your lips look good, your energy is aligned, and you know you’re stepping into the room as your best self.

This brand is personal. It’s rooted in self-expression, self-worth, and self-celebration. I want every person who experiences Vatarie to feel seen, elevated, and reminded of one simple truth:

You are already beautiful.

We’re just here to highlight it.

Thank you for being part of this journey, this community, this vision.

Welcome to Vatarie.

With purpose,

Leticia

A.K.A Plush

Founder, Vatarie Cosmetics