Jolie Beauty

Independent British Cosmetics from Birmingham. 

Jolie Beauty is the rather wonderful independent cosmetics brand of CEO Jolie Cashmore, run from Birmingham — which is, as anyone who has paid attention will tell you, the actual birthplace of heavy metal — making properly characterful vegan and cruelty-free makeup for the people who quite reasonably feel that the mainstream beauty aisle could do with rather more black, rather more multichrome, and rather more attitude. The brand's named collections include Cryptic, Spellbound, Til Death, Ethereality, and Sirens — which, if one is being honest, do rather give the game away as to the aesthetic register at work. Pigments are seriously high-impact, finishes range from velvet through holographic to colour-shifting multichromes, and the customer reviews are full of the kind of "this lasts through coffee, lunch, and a 5km run" testimonials one rather doesn't expect from indie gothic brands.

The brand's defining moment was, by some distance, the Ozzy Osbourne x Jolie Beauty collaboration — a properly remarkable thing. Created in partnership with the Osbournes before Ozzy's passing in July 2025, sold now with the Osbourne estate's blessing as a tribute to the legend, and curated entirely by Jolie's small Birmingham team (lifelong Black Sabbath fans, all of them). The collection includes the Ozzmosis Palette (28 shades — velvets, shimmers, multichromes — inspired by Ozzy's career, albums, lyrics, and aesthetic), Magic Metallic Liquid Lipsticks (Bloodbath, Nightmare, and other appropriately named shades), Air Matte Liquid Lipsticks, the 15-piece Rock Royalty Brush Set in an Ozzy-print wrap, the LED-lit Backstage Makeup Bag, and the Patient Number 9 vinyl makeup mirror. 100% vegan, 100% cruelty-free, ships from a UK warehouse with EU taxes prepaid, and arriving in packaging properly worth keeping.

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