Beauty as rhythm, not resistance.
Welcome the newest mandate for your skin, body, & mind care.
“I have a dream.
I envision a world where beauty isn’t a one-size-fits-all concept, where diversity is not an afterthought, but a celebration. Where the beauty industry no longer preys on our insecurities, but becomes a space of empowerment, belonging, and truth. This is the dream that fuels Beauty in Us, a cycles-driven, integrative skin-body-mind care brand born not just from a business idea, but from a personal transformation. A movement to rewrite the beauty narrative and dismantle the patriarchal, ageist roots that have shaped it for too long.”
Ana Paula Maielo
Founder • Formulator • Feminist
the brand
About Beauty in Us
Beauty in Us is the first cycles-driven, integrative skin-body-mind care brand. We create high-performing formulas and intentional rituals attuned to the cycles that shape our lives – circadian (day & night), hormonal, seasonal and life-stage – so beauty feels like a return not a chase. Powered by our proprietary CycleSync BlueprintTM, every product is crafted with clinically-supported actives and purposeful botanicals – no fillers – designed to respect your skin’s natural processes. Beyond bottles, we invite ritual – breath, touch, and presence – to help de-stress your routine and support cyclical living, so skin, body, and mind can thrive through every cycle of life.
Designed to help your skin look and feel:
- Resilient & comforted: supports the skin barrier and moisture retention
- More even & luminous: helps soften the look of uneven tone and texture
- Calm & steady: renewal designed for changing, often sensitive skin
We’re proudly pro-age, pro-worth, and pro-wholeness. We don’t promise to erase you. We honour who you’re becoming. We design products and experiences to meet you in every rhythm, every shift, every season.
Because beauty is not something you chase.
It’s something you come home to.
What we do differently
We design formulas and rituals as one system. Actives, textures and usage are mapped to AM/PM, menstrual phase, season and life stage – and every ritual pair breath + touch so care supports skin, body and mind together.
Not just high-performing ingredients, care delivered in rhythm, in wholeness.
Why it matters
Your skin is rhythmic and responsive to your nervous system. Daylight cues protection; night cues repair. Hormonal and seasonal shifts change sensitivity, oil flow and comfort.
When timing and state are considered, you avoid over-treating, keep your routine consistent, and your skin can look calmer, more even and more resilient—without the harshness.
How it works (CycleSync Blueprint™)
- Align — Clear AM/PM pairings, phase, hormonal and seasonal prompts replace guesswork.
- Attune — Sensory cues (breath, scent, tempo, pressure) help slow the pace so your skin receives care; we support the skin–body–mind connection in every “how to use.”
- Anchor — Small, repeatable rituals build results over time; adjust with check-ins and guidance from the CycleSync Portal.
Beauty, returned to its true roots: rhythm, ritual, relationship.
- Cycles-Driven Care: Care that moves with you (day/night, monthly, seasonally, life-stage).
- Integrative Beauty: Skin, body and mind are inseparable; formulas + rituals work together.
- Pro-Age, Pro-Worth: We honour evolution; no shame, no erasure.
- Ancestral Wisdom + Science: Purposeful botanicals, clinically supported actives. Results you can see and feel: radiance, bounce, evenness, comfort.
- Reconnection as Beauty: When you reconnect with your cycles, radiance follows.
Our philosophy weaves together scientific integrity, ancestral knowing, and the intuitive wisdom of the feminine body into rituals that help you remember: you’re not separate from nature. You are nature.
The future Beauty in Us is helping to create:
We envision a world where beauty is not a standard to achieve, but a rhythm to return to.
A world where cycles – of the body, of the Earth, of womanhood – are honoured as sources of power, not problems to fix.
Where skincare becomes a ritual of remembrance. Where aging is embraced as a journey of becoming, not something to delay or deny.
We dream of a beauty culture grounded not in perfection, but in connection: to ourselves, to each other, and to the ancient feminine wisdom that lives in all things.
At Beauty in Us, we believe we are not meant to walk this path alone. The “Us” is sacred. It’s collective. We are cyclical beings in a cyclical world – interwoven with the moon the soil, the seasons, and one another.
Rooted in Indigenous and ancestral ways of knowing and feminine traditions, we honour beauty as belonging, and womanhood as a sacred evolution.
We stand for a collective reawakening. A return to rhythm, ritual, and reverence.
This is the future we hold: one where women rise together in wisdom, in rhythm, in reverence, in reconnection. Aging unapologetically, loving themselves wholly, and redefining beauty from the inside out.
This is a return to cyclical, integrative, pro-aging, pro-worth beauty.
One woman at a time. One cycle at a time.
Together.
Care that works in rhythm: with high-performing formulas and intentional rituals.
Cycles-driven
We formulate to align with your natural rhythms: day and night, monthly shifts, seasons, and life stages. Each product sits inside our CycleSync Blueprint™ with clear timing cues, so you can apply less guesswork and more gentleness, consistently.
High-performing, no fillers
We combine clinically supported actives with purposeful botanicals at meaningful levels. Every ingredient has a job. We leave out cheap bulking agents and unnecessary fragrance. Results aim for what you can feel and see: comfort, evenness, and a steady glow.
Clean, considered, and gentle
- No synthetic fragrance (we use essential oils with care, or go essential-oil-free where appropriate)
- Vegan and cruelty-free
- Mostly organic botanicals, prioritised where quality and supply allow
- Sensitive-friendly thinking: textures are designed to be breathable, layered, and low-drama
What we leave out
Parabens, phthalates, mineral oil, microplastics, formaldehyde donors, PEGs, cyclic silicones (D4/D5/D6), synthetic dyes, GMOS, harsh surfactants, synthetic colours or fragrances. We also avoid fear-based marketing and “anti-age” narratives.
Sourcing & sustainability
We favour CO₂ extracts and always cold-pressed oils for potency, and work with suppliers who share our standards on traceability and responsible harvesting. Where possible, we choose recyclable glass, minimal outer packaging, and inks and papers chosen for reduced impact.
Small batches, carefully made
Produced in small runs to protect freshness and consistency. We quality-check each batch so texture, aroma, and performance feel intentional from bottle to bottle.
Transparency you can verify
Every product page includes full INCI and a plain-language Ingredients Spotlight so you know what’s inside and why it’s there.
Explore our full Ingredients Glossary to go deeper.
A Founder’s story
The Courage to Change
Beauty in Us is a labour of love, guided by a commitment to transforming the modern perception of beauty, and empowering women to experience beauty as rhythm, not a resistance.
I didn’t set out to create a skincare brand.
I set out to answer a call: a quiet, soul-deep knowing that something had to change. After two decades as a professor and researcher in International Relations and feminism, I was exhausted; and burnout was slowly taking hold. Only later I understood that what felt like unravelling was also my body speaking: early menopause, though I didn’t have that language yet. It arrived like an avalanche. At first it felt like a betrayal, my body rewriting the script without asking. Then I recognised it for what it was: an initiation.
I began listening.
To the rhythms of my body and the cycles of nature.
To the memory of my Indigenous ancestry.
To the whisper that said: There is beauty in this change. There is power in this cycle. And so, Beauty in Us was born: not from marketing trends, but from lived experience, and a fierce desire to come home to myself. I learned the science of the skin and the formulations, while staying true to my integrative roots. I worked with what I had: limited resources, a foreign country, a second language, and a heart full of vision. It was never about just creams or oils. It was always about ritual, reconnection, and resistance to the narratives that keep us small.
Beauty in Us is the materialisation of my healing:
from fragmentation to wholeness,
from academia to embodiment,
from surviving in a system to creating my own.
It is for every woman standing at a threshold:
menopause, heartbreak, awakening, motherhood, reinvention.
For those tired of being sold inadequacy.
For those ready to reclaim rhythm, worth, and power.
This is not just skincare.
This is skin–body–mind care, anchored in the wisdom of cycles.
This is pro-age beauty with depth, with soul, with science.
Welcome to the newest mandate for your skin, body, and mind care.
Welcome to Beauty in Us.
Ana Paula Maielo
Founder & Formulator