In a beauty landscape often saturated with compromise, one brand is proving you can have it all: vibrant color, powerful skincare benefits, and a deep-seated commitment to sustainability. Meet Habit Cosmetics, the clean beauty brand founded in 2013 by Aja Frierson, a visionary who saw a need for something more in the wellness space. For Aja, a former fashion colorist and woman of color passionate about plant-based living, the goal was twofold: to create an inclusive, affordable clean beauty brand and to formulate high-performing, toxin-free products.

“I believe that the wellness movement is for everyone, and that the core of what I do revolves around helping other people claim their wellness and find their confidence,” says Frierson. “Getting ready for your day should be toxin-free, guilt-free, fun, and easy. And Habit is clean beauty for colorful people. And if you identify as bold, fun, and creative, then this brand is for you too, boo!”

This ethos is the driving force behind a product line that challenges industry norms, blending high-performance results with impeccable, stress-free ingredients.

Nail Polish That Nurtures

For years, nail polish has been a category rife with harsh chemicals, formulas that weaken nails, and colors that chip within days. Habit Cosmetics directly addresses these shortcomings with its new line of breathable, bio-based nail polishes that are as high-performing as they are healthy. 

  • Clean & Conscious Formula: The polish is free from 21 harmful toxins, 75% bio-based, vegan, cruelty-free, and Halal-certified.
  • Nail-Strengthening Ingredients: Enriched with hibiscus and samphire extract, the formula is proven to deliver 100% more hydrated nails, 93% healthier nails, 89% stronger nails, and a 63% reduction in splitting.
  • Long-Lasting Wear: Habit polish provides UV protection and remains chip-free for over six days on its own, extending to eight days or more when paired with Habit’s Base and Top coats.
  • Vibrant New Shades: The latest collection includes stunning colors like Rich Bitch, Brownie Points, Night Drive, and Forbidden Fruit.
  • New innovative treatments Comeback Queen Gel Rehab, Quick Fix Melt-In Strengthener and Cutie Dew Cuticle Serum are proven to strengthen, fortify and restore damaged, brittle nails fast.
  • New Clean Sweep Bio-Based Remover and Swipe Right No-Spill Jelly Remover are clinically tested to remove polish quickly and completely without drying or damaging nails – leaving nails feeling soft, nourished and hydrated.

Multi-Use Makeup That Doubles as Skincare

Habit’s philosophy of high-performance, skin-loving ingredients extends seamlessly to its makeup line. The brand’s featured product, The Ultimate, is a collection of multi-use colors for eyes, lips, and cheeks that saves both time and money. This creamy, highly pigmented formula is packed with multiple skin-loving benefits:

  • Skincare-Infused: A blend of peptides boosts collagen production, while hyaluronic acid and moringa oil work together to hydrate, plump, and improve skin elasticity. ✨
  • Antioxidant Protection: A nourishing brew of vitamins A, B, and C brightens, calms, and shields skin from environmental damage for a radiant, lit-from-within glow.
  • Clean & Natural: The formula is 75% organic, 95% natural, and 100% vegan, cruelty-free, and gluten-free.
  • Versatile New Colors: The collection features vibrant, blendable shades like Lava Flower, Exhibit A, Velvet Underground, and Dragonfruit, packed with pigment to work beautifully across all skintones.

Guilt-Free Packaging and a Mission-Driven Approach

Habit Cosmetics’ commitment to conscious consumerism is evident in every detail. Breaking from the industry’s reliance on disposable plastic, all products are housed in sustainable and chic packaging—reusable and recyclable glass, cork and aluminum jars, recycled plastic, and a signature biodegradable bamboo overcap. Habit is certified vegan and cruelty-free by PETA and Leaping Bunny, and is a proud member of 1% for the Planet.

Furthermore, Habit integrates giving back into its business model. 2% of every purchase is donated to two vital causes: global waterway cleanup with The Ocean Cleanup, and youth enrichment programming in South Central, Los Angeles, through the Summaeverythang Community Center.

With an accessible price point—nail polishes retail for $14 and The Ultimate for $28—Habit makes high-quality, ethical beauty attainable. As their mission statement declares, Habit Cosmetics is making clean beauty with benefits. Their formulas are toxin-free but never boring, proving that your beauty routine can finally feel as good as it looks.

Written in partnership with Tom White