About Us

“Our vision is to create 100 percent cruelty-free, high quality make-up that makes you feel luxurious.”

Our History

Setting the New Standard

After noticing how many high-end make-up brands still test on animals, Renée thought, “This has to change!” Then she had a dream of changing the makeup industry. She started researching the development of high-quality make-up products that are 100 percent cruelty-free.

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Customers

Satisfied customers worldwide and growing

Est. 2018

Our Story

After noticing how many high-end make-up brands still test on animals, Renée thought, “This has to change!” Then she had a dream of changing the makeup industry. She started researching the development of high-quality make-up products that are 100 percent cruelty-free.

And so her dream eventually became reality and she started her own make-up brand New Standard.

Her vision with New Standard is to create 100 percent cruelty-free, high quality make-up that makes you feel luxurious. In addition, she wants to inform makeup consumers about the animal cruelty that is still common. All this contributes to the ultimate goal of becoming the New Standard in beauty with her make-up brand.

She believes it’s important that everyone understands what goes on behind the scenes in the cosmetics industry, and with New Standard, she’s committed to changing the world with cruelty-free makeup.

Core Values

Customers first

We make every decision based on serving customers.

Quality

We value quality over quantity.

Passion

We do everything with passion.

The Team

Renée Sanders

Owner and founder

Felix Kruip

Head of Creative