About Us

Get ready to dive into the vibrant world of APW Beauty, founded by the visionary CEO and sole owner, Allyssa Williams. A true makeup enthusiast from Trenton, NJ, Allyssa's passion for cosmetics blossomed at the young age of twelve, nurtured by countless hours spent watching makeup artists on YouTube.

Inspired by these online mentors, Allyssa dreamt of one day creating her own makeup line - and thus, APW Beauty was born. With "APW" proudly bearing her initials, our brand is dedicated to providing cosmetics that are not only affordable and of the highest quality but also safe, hypoallergenic, vegan, and cruelty-free.

Our mission extends beyond makeup; it's about instilling confidence and empowerment in users of all ages, skin types, and genders. So, let APW Beauty be your partner in self-expression and a colorful reminder that dreams can indeed become your reality!