By makeup artists, for beauty-lovers
älliés cosmetics (formerly FÄRG Makeup)
FÄRG was created to provide makeup artists with high-quality products suitable for all skin tones and has long been a favorite among Sweden’s makeup artists. In 2022, under Aysha Jones’ leadership, we became älliés—a name that better reflects our values and focus on high-quality, inclusive makeup.
älliés is makeup by makeup artists, for everyone. Our products are sustainable, multifunctional, and made for all skin tones, personalities, and styles. Simply put, we’re here to make beauty fun, inclusive, and free from narrow beauty standards.
Meet Aysha Jones
Widely recognized as an influencer, thought leader, and founder of Black Lives Matter Sweden, Aysha has long been a trailblazing entrepreneur behind the scenes. With experience running her own company and coaching other entrepreneurs, Aysha has consistently championed diversity and inclusion in business and society.
The acquisition of FÄRG Makeup and its transformation into älliés represents the realization of a long-held dream. Under Aysha’s leadership, älliés is not only reaching out to consumers with inclusive, high-quality beauty products but also strengthening its position in the beauty industry.
Aysha’s passion for creating change extends beyond the beauty world. As a speaker and advocate, she continues to inspire conversations about representation and equality, helping to shape a more inclusive future.
High-quality and sustainable products
At älliés, every product is born from a passion for inclusivity and creativity. Designed by makeup artists with years of professional experience, our line is made for everyone—whether you’re a beauty enthusiast, a pro, or just beginning your makeup journey.
Our products are multifunctional and thoughtfully crafted to complement all skin tones, styles, and personalities. From hyper-pigmented shadows to nourishing lip glosses, each formula delivers high performance while staying kind to your skin and the planet. We aim to have a sustainable line of products in all aspects, with refillable options and long-lasting designs that minimize waste.
The heart of älliés is breaking beauty barriers. We’re not here to mask or conceal; we’re here to celebrate individuality and self-expression. With every swipe, blend, and pop of color, we aim to make makeup fun, accessible, and free from outdated beauty standards.