Discover How Fluency Beauty is Redefining Clean Multi-Purpose Makeup — E.682

Skincare Anarchy
5 min readSep 30, 2024

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Fluency Beauty’s Ada Hsieh on Clean, Multi-Purpose Makeup and Finding Meaning in Cosmetics

In the latest episode of Skincare Anarchy, host Ekta Yadav sits down with Ada Hsieh, founder of Fluency Beauty, a brand that has made waves with its clean, plant-based, multi-purpose makeup products. Fluency’s mission is to offer beauty enthusiasts safe, natural products that resonate with the modern consumer’s need for simplicity and versatility. In this episode, Ada shares her personal journey from working in finance to becoming a beauty entrepreneur, and how her love for makeup and her commitment to health inspired the creation of Fluency Beauty.

From Finance to Beauty: Ada Hsieh’s Journey

Ada’s journey into the beauty industry wasn’t a straightforward one. She started her career in finance, a path she followed initially without a clear sense of direction. It was while living in New York that Ada discovered her love for makeup, particularly special effects and editorial looks. Makeup became her creative outlet — a form of art therapy that allowed her to express herself and connect with the world around her. However, this passion for makeup came at a cost. Ada’s skin began to suffer due to the harsh chemicals in many products, prompting her to dive into the world of ingredients and natural formulations.

This newfound awareness of the toxic chemicals present in most makeup products led Ada to create something better — makeup that was not only beautiful and functional but also safe for the skin. This is how Fluency Beauty was born: a brand that bridges the gap between self-expression through makeup and a commitment to clean, plant-based ingredients.

The Inspiration Behind Fluency Beauty

Fluency Beauty’s ethos is rooted in Ada’s desire to create products that align with both physical health and emotional well-being. She shares how makeup helped her find peace and confidence, but also how she realized that something so emotionally powerful shouldn’t be harmful to the body. With Fluency, Ada set out to ensure that her products could be part of people’s daily routines without compromising their health.

One of the brand’s standout offerings is its multi-use lip products, which can also be used as blush or eyeshadow. This versatility speaks to the needs of modern consumers, especially those living busy lives in cities like New York. Ada explains that the goal was to create makeup that people could effortlessly incorporate into their routines — something that could be thrown in a bag and used on the go, offering beauty solutions without complexity.

Clean Beauty and Plant-Based Formulations

During the episode, Ekta and Ada discuss the rising demand for clean beauty and the importance of transparency in formulations. Ada reveals the extensive research and development process that went into creating Fluency’s plant-based makeup. It took over four years of R&D to perfect the formulas, with Ada experimenting with natural pigments like beetroot and matcha powders in her kitchen. These pigments, derived from food and plants, posed unique challenges, as they are not as stable or easy to work with as synthetic dyes. However, Ada remained committed to creating makeup that is as natural and healthy as possible.

Fluency’s lip products are particularly notable for their inclusion of ingredients like castor seed oil, which offers moisturizing, antimicrobial, and anti-inflammatory properties. Ada explains that the decision to focus on lip products came from the fact that anything applied to the lips is inevitably ingested, making it even more important to use safe, clean ingredients.

Multi-Purpose Makeup for Modern Consumers

Fluency Beauty’s multi-sticks are designed with versatility in mind. Available in three shades, including the deep berry hue of “I Am Powerful,” these products are meant to be used on the lips, cheeks, and eyes. Ada emphasizes the importance of creating makeup that not only looks beautiful but also fits seamlessly into people’s lives. The multi-sticks are layerable and easy to apply, offering a natural look that can be built up for more drama if desired.

Ekta praises the product’s ability to complement a wide range of skin tones, noting that darker shades like “I Am Powerful” go on smoothly and blend naturally with the complexion, making them wearable for everyone. This inclusivity is something Ada kept in mind when developing the brand, as she wanted to create makeup that would resonate with people of all skin tones and backgrounds.

The Future of Fluency Beauty

Looking ahead, Ada plans to continue expanding Fluency’s product range while staying true to the brand’s core values of simplicity, health, and inclusivity. She hints at the possibility of introducing new shades to the multi-stick collection, as well as exploring other product categories like contour sticks. While there are no immediate plans for skin-tone-specific products like foundation or concealer, Ada is focused on perfecting the multi-purpose approach that Fluency is known for.

Breaking the Stigma of Age in Beauty

One of the key points Ada and Ekta discuss is the stigma around aging in the beauty industry. Ada believes that beauty should be exciting and fun at any age, and that products shouldn’t be dull just because they cater to older consumers. She designed Fluency to be aesthetically pleasing and exciting, with products that offer both style and substance, regardless of age.

Conclusion: Fluency Beauty is a Brand to Watch

Fluency Beauty is more than just another clean beauty brand — it’s a testament to the power of creativity, health-conscious living, and innovation. Ada Shay’s dedication to creating safe, versatile products that fit seamlessly into busy lives is what sets Fluency apart in an increasingly crowded beauty market. Whether it’s the plant-based pigments, the multi-use functionality, or the beautiful, thoughtful packaging, Fluency is a brand that speaks to the modern consumer’s desire for makeup that enhances both their appearance and their well-being.

For anyone looking for a clean beauty brand that offers truly multi-purpose products, Fluency Beauty is a must-try. Be sure to check out the full episode of Skincare Anarchy to hear more from Ada Shay and learn about the inspiration and science behind her brand.

You can explore Fluency Beauty’s offerings at on their website. Don’t forget to subscribe to Skincare Anarchy on Apple Podcasts or Spotify to stay up to date with more industry insights and exciting guest interviews. Reach out to us through email with any questions.

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Skincare Anarchy

“THE SKIN AUTHORITY” (CEW) Exclusive look into the beauty industry via interviews with entrepreneurs & industry professionals. https://lnk.bio/skinanarchy