U/1ST pronounced "You First" which means, "you first." The name of this Spanish brand made in Italy is a declaration of intent: you come before makeup. Why do you put on makeup when you can take care of yourself and put on makeup at the same time? For U/1st, makeup is part of skincare, not an independent step. 

U/1ST is for people who like natural makeup.  Let's not confuse naturalness with boredom. Let's not fall for it. U/1ST's products are nice, colorful, conceited and appeal to both those who know and enjoy doing makeup and those who do it because they want to look good; nothing more and nothing less. Beauty, we always repeat, is on the outside.