U/1ST is pronounced "You First" Which means "you first." The name of this Spanish brand made in Italy is a statement of intent: you come before makeup. Why wear makeup when you can take care of yourself and wear 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 into it. The products of U/1ST sThey are friendly, colorful, boastful, and appeal to those who know how to and enjoy putting on makeup, as well as those who do it because they want to look good; nothing more, nothing less. Beauty, we always repeat, is on the outside.