I just needed my concealer shayde..

"...and the only shade available was too warm, and too light."

That was the moment it clicked—not just the product mismatch, but the deeper truth: an industry that still wasn’t built for everyone. Bobby had already fallen in love with fragrance years earlier, using scent as a way to heal from depression and rediscover identity. But this? This moment in front of the makeup counter—that was different. It wasn’t about preference. It was about belonging.

That single shade mismatch sparked a fire.

Bobby Shay Beauty was born from that question—and built on the belief that beauty should be inclusive, healing, and powerful. Today, we don’t just sell makeup. We create skin-loving formulas, shayde-inclusive ranges, and high-performance products that finally see you.

This is more than beyouty.
This is your standard.

Bobby Shay Frustration

Bobby Shay’s Frustration

It was that moment—standing in front of the makeup counter—when Bobby realized that being overlooked wasn’t just common, it was expected. The only concealer shade available was too warm and too light. And just like that, he felt invisible all over again. That moment wasn’t about makeup. It was about belonging.

It reminded him of the years he spent struggling with depression, where even getting out of bed felt impossible—until he discovered fragrance. That first scent became his anchor. It helped him heal, feel, and slowly find his way back to confidence.

That experience sparked something bigger. Bobby knew there had to be more—more inclusive shaydes, more intentional skincare, and more soul in every product. So he started from scratch: learning ingredients, testing formulations, studying undertones, and listening to the real needs people had with their skin, their identity, and their confidence.

Fast forward to today, Bobby Shay Brands is building a global movement—creating skin-loving formulas, inclusive shayde ranges, and vibe-check fragrances rooted in emotion—not just scent.

For the dreamers, the fighters, the ones who never quite fit in—we built this for you. Because BeYOUty should never make you feel small. It should make you feel like you finally belong.