About Makeup Artist & Esthetician Sonia Roselli

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esthetician sonia roselli

I spent 35 years watching the industry fail you.

I'm a Licensed Esthetician and celebrity makeup artist who has spent three decades in the treatment room and on professional film sets.

From applying makeup to over 10,000 Chicago women to working with the world's most scrutinized faces, I have learned exactly how to make skin behave.

I did not build this brand because I wanted to be in the skincare business.

I built it because I was tired of seeing the damage big brands were doing to your skin. I was also tired of them damaging mine.

Licensed Esthetician & Makeup Artist

I am a Licensed Esthetician with 35 years in treatment rooms and on professional sets.

The Chicago Legacy

I spent 20 years in my Chicago studio. Between 10,000 team brides and the thousands of faces in my own chair, I learned how to make skin look polished without the cakey finish.

The Industry Insider

I consulted for big brands but walked away when they chose profit over results. I decided to build something better for us instead.

Behind the Scenes

I was the makeup artist for The Oprah Winfrey Show, CNN, and ABC. Prepping faces for 4K lenses taught me exactly what it takes to make skin look expensive and real.

10,000 faces and the "why" behind the bottle.

Sonia's Chicago Makeup Studio
Sonia Roselli applying makeup to a bride-to-be.
Close-up of a smiling woman with radiant, glowing skin gently touching her cheek, showcasing hydration and healthy skincare results.

My Chicago skincare and makeup studio was my lab for 20 years. After 10,000 faces, teaching classes and touching skin, I have seen every skin challenge imaginable. I worked with thousands of real women dealing with massive stress and redness that just would not settle.

I noticed skin getting worse after the "Scrub Era" of the 80s and the "Acid Decade" of the 90s. Then social media happened. Suddenly everyone was an expert and we were all doing way too much. I realized the industry was caught in a cycle of selling you the problem just so they could sell you the fix.

I did not want to just mask your redness. I wanted to give you a healthy, resilient foundation before the first drop of makeup ever touched your face. I want to show you that less is more. You deserve simple, multi-purpose skincare that actually saves you time.

Before (2014)
Woman wearing black glasses and a dark shirt with a blurred background
After (2026)

I have rosacea. This was personal.

Because I live with reactive, rosacea-prone skin, I have personally tested every one of my formulas on my own face.

I am not here to sell you a trend.

I am here to give you the professional shortcuts that 35 years of kit-building and product formulation have taught me. If a product is not good enough to solve a problem in my professional kit, it does not earn a place on your bathroom vanity.

Solid Brown background
Solid Brown background

"The beauty industry creates problems and sells you the solution. I'm not playing that game."

-Sonia Roselli, Founder

Sonia and team getting ready in PPE to go into the formulation lab

Simple because it works

Your skin is not a problem to be corrected. I went to Japan and Korea to find the chemists who actually respect your skin barrier. We use their technology to support your skin's natural functions instead of fighting against them.

Every product I make does the work of three to five products sold separately. We clear the path with gentle gommage technology and flood the skin with liquid hydration. No harsh acids. No complicated twenty-step routines. Just skin that looks polished and makeup that finally sits right.

The Unauthorized Shareholders

siamese cat twins miko and yum yum
Miko and Yum Yum
Zoe Cannoli
Woman holding a Cavalier King Charles Spaniel in a room with wooden flooring and a white shelf.
Frankie Walnutz

If you follow me, you know this brand is a family affair.

Frankie Walnutz and Zoe Cannoli are the Cavalier King Charles Spaniels who actually run the house.

Frankie has to inspect every single product development package that comes through the door. Zoe usually demands the floor the second I get on a professional call.

Then there are the cats. Miko and Yum Yum are Siamese and almost 20 years old.

They want to sit right on my lap while I work. They also love to scream that specific Siamese scream the second I try to film a video.

They are not spokespersons. They are shareholders.

They are the daily reminder that at the end of the day, this is a real household and a real life. Just a woman who wants you to feel like yourself again but navigating pets and pet hair and usually a hot mess express.

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