Alena Monson

Whats Up Beauty reflects the inspiring journey and passion of Alena Monson, a former software engineer turned beauty enthusiast. After moving from Eastern Europe to the USA, Alena discovered a vibrant world of beauty brands but struggled to find safe, high-performance formulas that were both wearable and expressive - a true reflection of her personality. Living with an autoimmune disorder pushed Alena to scrutinize the ingredients she used, seeking formulas that wouldn't compromise her health. Many products on the market today disrupt hormonal balance or contain carcinogenic substances. Alena's mission became clear: to create talc-free, clean, non-toxic makeup with ingredients that not only look good but feel good. Beyond safety, she infused her formulas with skin-loving ingredients (or hair-loving for lashes), ensuring each product nurtures as it enhances. As a mom of two, it means the world to Alena to create products she feels confident her daughter can safely use when she grows up. A Balance of Natural Elegance and Playful Drama Whats Up Beauty focuses on achieving a natural, skin-like finish for complexion products while embracing drama for the eyes with bold elements like duochrome eyeshadows and volumizing mascaras. Alena strikes a perfect balance between everyday elegance and trend-forward edge, empowering beauty lovers to express themselves confidently. Artistry in Every Detail Drawing from her background in nail art, Alena brings an artistic touch to her products. She prioritizes innovative textures like intricate embossed details and marbled powders, turning each item into a collectible work of art. From eyeshadow palette covers with tactile textures and mixed finishes to the finely detailed embossing on lipsticks and highlighters, every element is designed to delight. More Than Makeup Whats Up Beauty is more than just makeup - it is a celebration of self-expression, artistry, and clean beauty. The brand offers fun, wearable makeup that delivers high performance without compromise, empowering beauty lovers to enjoy thoughtful, skin-friendly formulas with a sustainable, conscious approach.