Check out our
Wild Facts page to learn about our featured animals
and more ways
you can help.
About Us
We are a wildlife conservation beauty brand with a big heart and mission. We believe enhancing our beauty and self-care should be harmonized with the care of our planet. Intrinsic Beauty celebrates the intrinsic value and intrinsic beauty of both humans and wildlife, promotes sustainability, and helps to tackle the global extinction crisis. We love, value, and save what we feel connected to and find beauty in. Feel wildly beautiful.
Mission & Movement
Our mission is to redefine the beauty industry by empowering our changemaker customers to embrace their intrinsic beauty while giving back to our planet and conserving wildlife. We achieve this by offering personalized eco-chic and eco-conscious clean beauty without wasteful single-use plastic packaging, and donating 10% of all profits toward wildlife conservation. Look good while doing good! Join our beauty movement and be a beauty activist to make a wild impact. Let your intrinsic beauty shine!✨
My Story
Adele Reynolds, Founder
How did makeup and wildlife come together to create Intrinsic Beauty?
I’ve always had a deep admiration, respect, and love for animals, and acknowledged their intrinsic value and beauty. And over time, an unexpected spiritual and magical connection emerged with my animal spirit guides. Knowing that we’re living amidst the Earth’s 6th mass extinction—all human-caused—hits me to my core. It ignites a passion within that drives me to take action and speak up for those who can’t.
As for makeup, I grew up admiring my Mom’s beauty and self-care routine, and soon followed in her footsteps. Makeup is a form of creativity and self-expression. It enhances our natural beauty—and when we look better, we feel better. Beauty, in all its worldly forms, brings us joy, provides healing, and is a source of inspiration. Beauty matters.
From a consumer perspective, the single-use plastic waste in the makeup industry is a huge problem that disturbs me. One day, while putting on eyeshadow, an idea came to me that felt like a “Divine Download” and Intrinsic Beauty was born! This brand brings together what I deeply care about: wildlife, the Earth, and the power of beauty. My intention is that each of us will honour our intrinsic value and beauty, as well as those of wildlife and nature. I believe we can each make a difference in our own unique way, and collectively, we can make a wild impact. Let’s crown ourselves to be our best selves, empower our actions and choices, and feel wildly beautiful together!
I would be remiss not to mention my longtime friend and Co-Founder, Susan Lee, who is instrumental to the business. I will say a huge thank you for all that you do and bring to Intrinsic Beauty, and for believing in me and my vision to help our planet and wildlife through beauty. I couldn’t ask for a better friend and business partner in this venture. Cheers!