Why Hidden Beauty?

Growing up, I always had sensitive skin. I remember the days when even fragranced laundry detergents would cause my skin to break out in a rash. I couldn't even use regular soaps without my skin itching or turning red.

As a result, being hyper-aware of ingredient lists and learning long, unfamiliar words that didn't seem to belong in products you should put on your skin became a valuable skill.

In 2014, I crafted my first lip scrub—just for me. It worked so well that I shared it with friends and family. Years went by, I attended college, started a few businesses, and a decade later, in October 2024, Hidden Beauty officially launched, turning a dream into reality.

Hidden Beauty is more than skincare—it's about revealing the radiant skin beneath life's daily build‑up. Just like how tiny choices shape our lives, simple daily routines can allow our hidden beauty to shine through, whether that's skin or spirit.

My clean, organic formulas gently exfoliate, hydrate, brighten, and support your skin's natural vibrancy. But I also believe that skin reflects what's going on inside—hydration, sleep, stress, diet—so caring for your skin also means paying attention to your whole wellness journey.

With a background in holistic nutrition and communications, I created this platform not just to sell products, but to inspire others, with blogs, testimonials, and personal stories about clean skincare and mindful health.

If you become a Hidden Beauty consumer, I wish you to feel confident that you're using something carefully curated to help, not harm. I appreciate your support.

Lexie Mae