Hi There!
I'm Sonia Roselli
At 55, I'm here to revolutionize the beauty industry for women like you. With three decades as an esthetician and makeup artist, I created Sonia Roselli Beauty because I was tired of seeing the same old empty promises and unrealistic standards pushed by big brands.
Especially for women over 40.
I understand your frustrations because I've lived them. That's why I'm here to celebrate your wisdom, experience, and ageless beauty. Let's challenge the status quo together and embrace the power of being unapologetically you.
Celebrating Your
Timeless Beauty
As a seasoned makeup artist, I've witnessed how the beauty industry often overlooks the incredible women over 40. I'm here to change that.
Your age is your superpower, and I'm on a mission to help you embrace it. Together, we'll step into the spotlight and show the world that your beauty knows no bounds.
It's time to celebrate you, unapologetically.
A Beauty Experience
reimagined
I've been where you are - overwhelmed by endless skincare products and pressure to buy more.
After my own skin struggles, I realized big brands prioritize profits over truly nurturing your skin.
That's why I created a beauty experience that puts you first. No more confusion or empty promises. Just simple, effective skincare that celebrates your unique beauty journey.
Your Dreams
Our Creation
As an esthetician and makeup artist, I've learned that the best skincare is simple and effective. That's why I work with top chemists in Japan and Korea to create products you'll love.
I listen to your skincare desires through surveys and social media, curating a line that simplifies your routine and nurtures your skin.
Get involved, as we build a brand made just for us.
Notable
Faces
Betty White, Elton John, Ben Affleck, Linda Evangelista, Lenny Kravitz, Chris Botti, Maynard Ferguson, Eddie Daniels, Diana Krall, Vanessa Williams
MY JOURNEY
Prom Pics Tell All
Picture me, rocking the hottest trends from behind my first makeup counter job at 16 in 1985.
I'm talking blush so bright it could stop traffic, lips bold enough to make a statement, and eyeshadow that reached for the stars (or at least my brows).
Despite my questionable style choices, that gig sparked my lifelong love for all things beauty. I was playing mad scientist with every new product and having a blast, even if I did resemble a time capsule gone wrong.
So, if you're ever feeling like a hot mess in the beauty department, just remember - we've all been there!
From Trainee to Trainer: My Journey with Aveda
When I joined the Aveda team, I had no idea it would be the start of such an amazing journey. I was lucky enough to learn from incredible experts like Sonia Kashuk, who helped me refine my skills and fall in love with Aveda's philosophy.
To my surprise, I soon found myself in front of rooms filled with dedicated salon and spa professionals. I was sharing what I had learned and encouraging them to embrace not only the Aveda line but also the business side of the beauty industry.
Teaching felt like a natural fit for me, and I was grateful that my growing expertise resonated with the makeup artists I worked with. I tried my best to break down complex concepts into approachable, enjoyable lessons, and it was rewarding to see my students leave each session feeling empowered and inspired.
After 5 Years at Aveda, I Got Fired - And It Was The Best Thing Ever
Yeah, getting sacked, sucked.
But I've always been a rebel, questioning the status quo. Big beauty companies are all about the bottom line, sometimes using questionable tactics.
So, I said "f*ck it" and bought a one-way ticket to Italy. I was going to make it on my own terms. And man, was it wild.
Picture this: me, backstage at Milan Fashion Week, soaking up every bit of knowledge and inspiration I could.
Getting fired was the best thing that ever happened to me. It lit a fire under my ass and made me realize I didn't need to play by someone else's rules.
Bringing Inspiration to Chicago's Brides
After my time in Italy, I returned to Chicago and found my true calling in bridal makeup.
I became a highly sought-after makeup artist in Chicago's beauty scene. Clients and celebrities alike appreciated how I made them feel confident in their own skin. Mothers of the brides really appreciated that I didn't overdo it with the makeup, especially in the social media age.
In 2000, I became the first makeup artist offering on-location bridal services, writing the book on processes and practices for this new service type.
My passion and professionalism earned me respect from peers, and I enjoyed mentoring other makeup artists, helping them build their own successful makeup businesses.
Opening My Makeup Studio
After years of honing my craft in bridal makeup, I took the next step in my journey by opening Sonia Roselli Studio in 2008.
It was a cozy space where clients could learn, grow, and feel like the best version of themselves. I offered makeup classes, photo shoots, and bridal trials, but my studio was more than just a place to get glammed up.
In this creative haven, my passion for innovation blossomed as I began experimenting with crafting my own products, driven by a desire to provide clients with luxurious, effective, and cutting-edge formulas.
Launching SRB: Where Skincare & Makeup Meet
After years of consulting for various brands, I finally took the plunge and launched my first product: Sexapeel, an instant exfoliation spray from Korea.
As a professional makeup artist, I've always believed that the key to a flawless face starts with healthy, happy skin. But not all skincare works well under makeup, but why not have both?
That's why I poured my heart into creating a skincare line that complements makeup and prioritizes hydration. Each product is carefully curated to be gentle yet effective, for sensitive skin.
When I launched Sexapeel, it became an instant hit, known for revealing smoother, brighter skin.
"I traveled to Japan and Korea, discovered their incredible skincare secrets, and came back inspired to create Sonia Roselli Beauty—an unapologetic line that delivers real results for aging, sensitive skin, because I believe beauty should be celebrated at every age."
-Sonia Roselli, Esthetician & Founder
Are You Ready To
Join the Mission?
I'm want you fall in love with your beauty rituals again. You deserve a routine that celebrates your age and makes you feel like the best version of yourself.
Imagine waking up each day, excited to start your skincare and makeup routine, knowing each product was crafted with your specific needs in mind.
Let's ditch the mediocre formulas and embrace a routine that enhances your natural beauty and puts a little pep in your step.
xo,
S
