Story from Founder

Hi there, gorgeous! I’m Patria Gonzalez, founder of In The Pink — and like you, I’ve spent years chasing that elusive just-stepped-out-of-a-spa glow. But after one too many breakouts from harsh chemicals or makeup that didn’t understand my skin’s needs, I realized something: beauty shouldn’t be complicated.

In 2014, I set out to create a different kind of beauty brand—one that celebrates real skin, real joy, and real ingredients. No iffy additives, no animal testing, no unrealistic ideals. Just clean, playful, high-performance products that make you feel as radiant on the outside as you are on the inside.

Today, In The Pink is a thriving community of beauty lovers who believe:

• Skincare is self-care 
• Makeup should enhance—not hide
• Luxury can be ethical

Every product we make is a love letter to the confidence that comes from feeling unapologetically you. So whether you’re here for the dewy skin, the bold lips, or just a little pick-me-up, welcome— we’re so pink you’re here.

💖 Because when you glow for yourself, the world notices.