Tati Beauty

Tati Beauty was founded in 2019 by Tati Westbrook, one of the most influential beauty YouTubers of the last decade. The brand launched with the Tati Beauty Textured Neutrals Vol. 1 palette, praised for its premium formulation and inclusive design. Positioned as a creator-led brand emphasizing quality, performance, and authenticity, Tati Beauty reflected Tati’s decade-long experience reviewing beauty products on YouTube. In 2021, Tati Beauty ceased operations due to litigation involving a former business partner (Halo Beauty), but remains one of the most respected creator-led product launches in the beauty category for its transparency and community-first ethos.