Fashion Nova Steps Into the Beauty Space with "Maven Beauty"—and Everything Is Under $20

We can see the celebrity collabs already.

Maven Beauty


After fourteen years of filling our social media timelines with fashionable threads for less endorsed by our favorite celebrities, Fashion Nova is throwing in their bid to take over the beauty industry with an exciting announcement. 

Introducing, Maven Beauty—an affordable beauty brand sold exclusively on Fashion Nova's website. The new collection, which promises to be a big hit amongst celebrities and influencers, officially launched on Tuesday (Oct. 20) with the brand's first affordable collection, "Basic Beat." 

Maven Beauty
 Maven Beauty

"We love collaborating with passionate ambassadors who identify with our brand and love our products," Fashion Nova CEO and founder, Richard Saghian tells Byrdie exclusively. "Maven Beauty plans to have exciting partnerships to display our creations with the world."

We can already see FN fan, Cardi B, who's collaborated with the brand on a fashion line in the past, flaunting a full-face of Maven on next year's MET Gala red carpet. Did we mention the entire collection is under $20 so non-celebs can follow suit?

"Fashion Nova has always and continues to be a brand that celebrates diversity, body positivity, and beauty in all forms," says Saghian in a press release. "Our customers have been asking us to expand into beauty, so we spent the last year building our team, developing product, and testing different technology and ingredients from around the globe. Our commitment is to create high-quality, high-performance formulations, in a variety of shades and palettes, that are designed for and accessible to everyone. Our customers know that beauty today is boundless, and we created our products to be as well."

Maven Beauty
 Maven Beauty

Featuring pro-level makeup with price points ranging from $6 to $19, some of the highlights include a highly-pigmented eyeshadow palette ($19), five gorgeous lipstick shades ($14), and reusable lashes ($9) to match your mood.

Oh, and everything is 100% vegan and cruelty-free. To echo Saghian quality is not compromised for accessibility. A standout item is the Basic Beat Cream Eyeshadow ($13), a creamy eyeshadow infused with marine lavender extract for a quick lift and anti-wrinkle effect. And since we're always looking for ways to lighten the load of our makeup bags, Maven's Waterproof Liquid Liner ($14) features a brush applicator worthy of calligraphy while doubling as an eyeshadow. Say goodbye to cluttered cosmetic cases.

Maven Beauty Waterproof Liquid Eyeliner
Maven Beauty Waterproof Liquid Eyeliner $14.00

A host of artistry makeup brushes offered by the brand in a variety of different bristle shapes and sizes to "get the look" down pat are also noteworthy. The pop of orange is just a bonus and will brighten our vanities (and our moods) this winter.

"The response since we launched Maven Beauty has been overwhelmingly positive," Saghian shares enthusiastically. "We are so happy to hear that our customers appreciate the quality and accessibility of our products that truly make Fashion Nova a lifestyle brand."

All these selections already have us excited about the future collections to come from Maven Beauty, and we won't be waiting long. The brand will be regularly dropping trend-forward collections throughout the year at

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