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.