THE FIELD TEST
01Real-condition product testing.
Beauty tested through workouts, games, school runs, travel, heat, humidity, long days, and real life.
THE LOOKBOOK
Something
powerful
is coming.
THE THESIS
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Beauty
is no longer
still.
She moves. She trains. She works. She travels. She shows up under lights, under pressure, and in real life.
EMRI is built for that woman — and for the next generation watching her.
Wear it like you earned it.
THE WHITE SPACE
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Luxury beauty was built on desire. Performance beauty was built for utility. EMRI was built for both.
EMRI brings together elevated design, lasting performance, skin-conscious formulas, and a cultural point of view around women in motion.
ENGINEERED FOR THIS
THE WOMAN
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No one has built for her. Until now.
She trains seriously and lives beautifully.
She has a designer compact, a lived-in gym bag, and no contradiction between them.
She is a college athlete. A professional player. A woman who moves through long days with taste, discipline, and momentum.
She has been underserved by both worlds — luxury beauty that does not hold up, and performance beauty that does not excite her.
THE OPPORTUNITY
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A category waiting to be claimed.
She is the athlete.
She is the market.
Prestige beauty was built for desire. Performance beauty was built for utility.
The modern woman expects both.
She trains, competes, creates, leads, travels, and performs. She wants products that are beautiful to own and exceptional to use — products that keep pace with her life without asking her to choose between beauty and performance.
Women's sport has never been more visible. Yet prestige beauty has largely overlooked the woman at the center of it.
EMRI was created for her.
We're in a once in a generation inflection point in women's sports.
MELLODY HOBSON, CO-CEO, ARIEL INVESTMENTS — FORBES ICONOCLAST SUMMIT, 2026
THE MOMENT
- Cultural visibility.
- Women's sport revenue up 340% since 2022 — crossing $3B in 2026.
- A growing prize.
- Beauty is a $600B+ global industry — with prestige outpacing mass in every category.
- An open market.
- Prestige beauty built for her, for the first time.
- Timing.
- First mover in a category of one.
SOURCES: DELOITTE · MCKINSEY · CIRCANA
THE MANIFESTO
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Strength and beauty are the same standard.
- 01
Discipline that looks effortless.
- 02
Standards that do not compromise.
- 03
A life that moves — beautifully.
- 04
Taste that is intentional.
THE COLLECTION
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Train in it.
Win in it.
Stay in it.
Three objects. One philosophy. Skin, lashes, and color — engineered for the woman who moves through her day with intention. Skin, undefeated.
FIELD
The Performance Tint
DRIVE
The Endurance Mascara
FLUSH
The Lip + Cheek Stick
CHAPTER 01 · NO 01
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FIELD
The Performance Tint
A long-wear skin-perfecting tint with SPF defense, designed for movement, heat, humidity, and real life.
Light on. Locked in. Next generation protection for athletic glow with polish.
FROM THE WARM-UP TO WHATEVER COMES AFTER.
CHAPTER 01 · NO 02
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DRIVE
The Endurance Mascara
A performance mascara engineered to resist sweat and humidity, defining lashes without weight.
Lashes with presence. Built to last. Designed to come off cleanly.
FIRST TO THE FINISH. LAST TO FADE.
CHAPTER 01 · NO 03
1018
FLUSH
The Lip + Cheek Stick
A cream-to-powder color stick for cheeks and lips. Blends in seconds, wears for hours.
Color inspired by movement. Cheeks warmed by effort. Lips flushed with heat.
YOU KNOW THE FEELING.
SIGNATURE DETAIL
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SIGNATURE DETAIL · 01
The floating ring.
A mark of momentum. A promise to yourself.
Precision built.
Beautifully worn.
EMRI packaging is tactile, weighted, and intentional — with a soft-touch finish, architectural silhouettes, and a signature floating ring designed to become instantly recognizable.
PERFORMANCE YOU CAN FEEL · BEAUTY YOU CAN SEE · DESIGN YOU CAN KEEP
THE EMOTIONAL CENTER
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Endurance
is a standard.
Endurance is the refusal to accept beauty that fades, products that quit, or a brand that doesn't fully see you.
EMRI endures — on skin, in hand, in a category that needed it.
CHAPTER 02 / BEAUTY IN MOTION
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The product startsthe movement.The Studio buildsthe momentum.
CHAPTER 02 / BEAUTY IN MOTION
EMRI begins with prestige cosmetics engineered for performance. Then it builds the world around the woman they were made for — through content, culture, and launch authority.
Products create the foundation.
Content creates the culture.
The studio creates the scale.
EMRI STUDIOS
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A digital-first beauty studio for the way beauty lives now.
EMRI Studios is the editorial world around EMRI — a digital beauty house built to interpret performance beauty through culture, product, technique, and women in motion.
We cover the products, techniques, events, and women shaping modern beauty now.
More than a brand to discover —
a beauty authority to watch.
THE SLATE
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Original programming for
beauty in motion.
THE DRAFT
02New launches worth attention.
What is worth it, what is hype, and what deserves a place in the routine.
THE LINEUP
03Athletes, artists, and women in motion.
The women, products, and rituals shaping beauty in real life.
PRIME TIME
04Beauty under lights, cameras, pressure, and long wear.
Celebrity, event, and performance beauty that has to hold up.
THE PLAYBOOK
05Expert technique built to last.
Makeup artists teaching polished, wearable looks with authority and restraint.
THE EMRI EDIT
06Curated recommendations through performance, luxury, and taste.
The elevated recommendation engine — filtered through the EMRI standard.
THE PHASED STRATEGY
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Product creates proof.
The Circle creates trust.
The Studio creates scale.
EMRI does not borrow influence. It builds trust through women whose standards already matter.
- 01
Product
Launch with a tight performance-beauty point of view and hero products that prove the standard.
- 02
Proof
Use testing, editorial content, and studio programming to show what holds in real life.
- 03
The EMRI Circle
A curated network of athletes, trainers, team leaders, and women in motion who bring EMRI into communities that already trust them.
- 04
Platform
Turn product credibility and community trust into a beauty authority: part product house, part studio, part cultural engine.
EMRI does not borrow influence. It builds trust through women whose standards already matter.
THE BUSINESS
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Three engines. One house.
The future of beauty is product plus point of view.
The brands that win will not only sell formulas. They will own taste, trust, education, entertainment, and cultural relevance.
EMRI launches with product — then builds the world around it.
PRODUCT
Hero products with prestige performance positioning.
STUDIO
A digital-first studio that builds authority, trust, and reach.
COMMERCE
An ecosystem powered by product credibility, cultural relevance, and storytelling.
THE POINT OF VIEW
Built by a woman in motion.
EMRI comes from someone who has lived the category — in front of the camera, and at the intersection of women's sport and culture. The point of view wasn't researched. It was lived.
BRENDA EMRICH JONES, FOUNDER
EMRI BEAUTY · CLOSING
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Train in it.
Win in it.
Stay in it.
Luxury Beauty. Built to endure.