started by a mom. built for every girl.
I built b.BLD because I had a daughter watching.
Every morning, she’d sit at my feet in her
pajamas while I got ready for the day. And like so many girls, she was growingup in a world already telling her who to be.
Be more like her.
Be less like that.
Fit in.
I wanted to create something that said the opposite.
Be exactly who you are.
Because confidence isn’t becoming someone else it’s having the courage to be yourself.
That’s what b.BLD is all about.
Every gloss. Every shimmer. Every swipe.
A reminder to raise your hand, take the shot, speak up, stand out, and do the hard thing...even when you’re scared.
Because if our girls are going to put something on every morning, let it be confidence.
I am so happy you are here and am cheering for you!
Xx,
— HaniFounder & Pediatric NP
made for girls with big hearts and bold dreams.
from pediatric NP to founder. made for every girl to feel bold.
confidence-first
every formula, every word, every shade — shaped to amplify, never erase.
100% vegan
plant-based nourishment, with ingredients you (and your mom) can feel good about.
cruelty-free
leaping bunny certified. never tested on animals. period.
boldly made for every girl.
safe enough for tweens. elevated enough that moms borrow it back.
Hani Gutierrez, founder & ex pediatric NPConfidence is our real beauty ritual. founded by a mom, rooted in pediatric medicine. Created for girls becoming who they are, and for those already boldly living it.
leaping bunny certified.
the global gold standard for cruelty-free beauty. independently audited — meaning no animal testing happens at any stage of production, ever.
more than gloss.
Built to celebrate.
Every single day.
We are on a mission to give every girl the tools to show up as herself boldly,
joyfully, and completely on her own terms.
Our vision is a community where girls and the women who raise them are celebrated for being brave enough to go first, bold enough to stand out, and strong enough to keep going.
Because every act of courage creates a path for someone else to follow.
the b.power promise.
p · plant-powered
vegan, clean formulas you can feel good about.
o · own it
your features, your shade, your rules.
w · wear your confidence
beauty as self-expression, never a mask.
e · every girl
made for tweens, borrowed by moms — bold at every age.
r · real & responsible
leaping bunny certified, north american made, no nasties.