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    AS Beauty AS Beauty
    About AS Beauty About AS Beauty
    Based in New York, NY, AS Beauty is focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. Founded in 2019 by Alan and Joey Shamah, the original founders of elf Cosmetics, and Victor and Ralph Azrak, who previously ran and sold an apparel business, the company’s current portfolio consists of Laura Geller, Cover FX, Bliss, Julep Beauty and Mally Beauty. What sets AS Beauty apart is its dedication to female-founded brands that tell a unique story while making the latest innovations accessible to all. Based in New York, NY, AS Beauty is focused on developing global beauty brands that deliver real-world solutions to a diverse consumer base. Founded in 2019 by Alan and Joey Shamah, the original founders of elf Cosmetics, and Victor and Ralph Azrak, who previously ran and sold an apparel business, the company’s current portfolio consists of Laura Geller, Cover FX, Bliss, Julep Beauty and Mally Beauty. What sets AS Beauty apart is its dedication to female-founded brands that tell a unique story while making the latest innovations accessible to all.
    Our Brands Our Brands
    Laura Geller. Founder/Veteran Makeup Artist. Explore Laura Geller Laura Geller. Founder/Veteran Makeup Artist. Explore Laura Geller
    CoverFX CoverFX
    Bliss. Explore Bliss Bliss. Explore Bliss
    Julep beauty. clean beauty at affordable prices. Explore Julep Beauty Julep beauty. clean beauty at affordable prices. Explore Julep Beauty
    Mally Roncal. Founder / Celebrity Makeup Artist. Explore Mally Beauty. Mally Roncal. Founder / Celebrity Makeup Artist. Explore Mally Beauty.
    Please direct inquiries to info@asbeautyco.com. 42 West 39th Street 9th floor, New York, NY 10018. AS Beauty. Please direct inquiries to info@asbeautyco.com. 42 West 39th Street 9th floor, New York, NY 10018. AS Beauty.
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