Founded by Celeste Barber and Claire Greaves.

Celeste has spent years calling BS on the beauty industry's impossible standards. Claire is the co-founder of PE Nation, and knows how to build an iconic brand people actually love. Between them, they kept hearing the same thing from women: makeup has become stressful. Too many products, too many steps, too many rules about what you should and shouldn't be doing at a certain age. So they decided to throw out the rulebook.

Why the name BOOIE?

BOOIE is the pet name Celeste calls her boys. It's a soft, silly, love-you-to-bits word, which is exactly how this brand should feel.

Women age like fine wine

Celeste was sick of every "solution" for women over 40 being an anti-ageing serum in disguise. Women don't fade with age, we get better. Or, as Celeste puts it: "As my oestrogen levels lower, so do the f***s I give."

So she and Claire created makeup that works on the face you've got now. An Excellent BB Cream looks like skin, not a mask. You're Welcome Mascara, a tubular mascara that won't flake, no panda-eyes and is easy to take off. Five minutes, and fingers are fine.

The best version of you.

That's all any of us need to be. Not younger, not someone else. Just you at your best, and we feel that is what these products do. "They don't make me look like I did when I was 16. They make me look like me."- Celeste Barber

Whatever the moment.

School drop-off. A meeting you forgot was today. Lunch with the girls, or a night out you nearly talked yourself out of. BOOIE is made for real life. It goes on in five minutes, works with your fingers, and still looks good when you get home. No 70 step routine. You’ve got better things to do.

Accessible pricing. Always.

Great makeup shouldn't cost a fortune, so ours doesn't. Find us online and at Woolies, somewhere between the milk and the bread.