Selects was created to fill a gap that we saw in the beauty industry: the need for an inclusive, active beauty brand that brings the best in beauty to female athletes — in a way that makes their lives easier.  

As women, we are inundated daily with brands and products that tell us that we need to buy and do more.  The result is that the beauty industry, more often than not, makes our lives harder and not easier.  At Selects, we believe in the opposite:  We believe in making female athletes' lives easier by making practical products that blend seamlessly into busy, on-the-go lifestyles.  All of our products are on-the-go, multi-functional, and rinse-optional.  Think: high performance, never high maintenance.

We believe athletes deserve the best in beauty.

We make products that give female athletes the best of both worlds: the performance needed by athletes and the ingredients and innovation expected by skincare + beauty lovers.  Because female athletes deserve to have it all, too.  We meticulously source and vet every, single, ingredient in our products — both active and inactive.  We proudly formulate our products using super-clean, science-backed, and plant-derived ingredients.

We believe that less is more. 

We believe that active beauty falls within a Third WindowTM  — that is, the window occurring between your AM skincare (first window) and PM skincare (second window).  We thoughtfully formulate our products to fit seamlessly into this Third Window.  This means that we avoid actives that are likely to be redundant of, or conflict with, products that you're already using.  We also purposefully follow a skinimalist approach to formulation that targets the problems faced by athletes (e.g., sweat, bacteria, dirt, oil, odor, environmental damage) — and nothing else.  Less actives = happy skin barrier.  

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We believe in active beauty, for all.  

We believe that diverse women deserve greater representation in beauty and sport.  We are proud to partner with diverse female chemists to make inclusive products.