Mixing High and Low
Beauty is not about pleasing the world; it is about pleasing yourself
The story of Private Colors begins with a quiet and empowering childhood memory. For the founder—a young artist who returned to China after studying abroad—her earliest understanding of “beauty” did not come from glamorous stages or art galleries. Instead, it stemmed from sitting quietly by the vanity, watching her mother apply makeup unhurriedly.
In those unhurried moments, makeup was more than just an external adornment; it was a process of slowly tending to oneself and a gentle healing that gradually builds inner strength. Her mother’s vanity taught the young girl that genuine beauty is never a means of pleasing others, but rather a sincere and joyful dialogue with the self.
Years later, she brought this sentiment into her artistic studies. Upon returning to her home country, she decided to transform this deep-rooted childhood memory into a tangible, everyday experience—a business that integrates beauty into daily life. Thus, Private Colors was born.
We believe that every moment of applying makeup is a beautiful blend of art and life. Whether it is an eyeliner pencil that defines a deep gaze, a makeup brush that softly blends colors, or a powder puff that creates a flawless, natural base, every product from Private Colors is crafted with the dedication and warmth of an artwork. They are not merely makeup tools, but intimate mediums for you to spend time alone and converse with yourself every morning or night.
At Private Colors, we do not dictate a standard for beauty; we simply provide the brushes for your self-expression. We hope that every woman who uses Private Colors can find that unhurried strength in every gentle stroke and careful blend, allowing an art-like aesthetic to naturally weave into her everyday life.