Our Vision

Colors influence emotions and each person‘s perception of color is different. There are infinite colors with different shades – just like all the personalities in this world. Colors give expression to creativity and personality.

At heroine.nyc we love all colors and want to encourage people around the world to feel free to express their individual personality through co- lors. We want to challenge stereotypical beauty standards and stand up for more tolerance, equality and personality in a colorful world.


Our Mission

heroine.nyc is an inclusive brand for open-minded, creative and colorful people. With our varied color palette, we want to encourage everyone to express their unique personality.

We love our customers and their individual stories. They are the center of our brand. Anyone can be a heroine - irrespective of gender. Being a heroine means something different to everyone. We want to empower every inner heroine and be their cheerleader. In addition, we are committed to sustainability and animal welfare.


You are part of heroine.nyc  


Your opinion is at the core of everything we do, every decision we make, every product we launch, every direction we turn. And we want to keep it that way. Your input will continue to guide us because you are the most vital component of our success as a beauty brand. That's why in the future, we want heroine.nyc to be a platform for you to express and explore your creativity and personality! 

You are a part of heroince.nyc, and we want heroine.nyc to become a part of you. We are convinced that each person's perception of color is different, and we care about yours. Because colors influence emotions, and isn't that what nail polish and makeup are all about? There is an impressive spectrum of colors with countless shades—just like all the personalities on this beautiful planet.  


Changing the world  


It may sound crazy, but we actually want to take our shot at changing the world. At heroine.nyc, we love all colors and shapes and want to encourage people around the globe to feel free and express their individuality through color.  

It is part of our mission to challenge the stereotypical beauty standards, and to promote tolerance, equality, and empowerment in a multifaceted world.  

Everyone can be a heroine—and being a heroine can mean something entirely different to everyone. We want to be your cheerleader and help you to embrace your inner heroine, express your personality, and shine with all your beauty.  

You are the center of our brand, and we would like to tell your story–regardless of who you are, where you're from, which gender you identify as, which pronouns you prefer, who you love, how old you are, and how you like to dress or dye your hair.  


Taking care of the planet   

Sustainability and animal welfare are at the heart of our company. Therefore, all our products are cruelty-free and vegan—we have even been awarded the Leaping Bunny seal and the Cruelty Free & Vegan label. Every human and animal counts, therefore we forego any toxic ingredients that may affect your health. For example, our nail polishes are “9-free”, which means they are free of Formaldehyde, Toluene, DBP, Formaldehyde Resin, Camphor, Xylene, Ethyl, Tosylamide, Triphenyl Phosphate, and Parabens.  


Urban, honest, supportive, modern, trustful, inclusive, emotional, optimistic, empowering, open-minded, and confident—this is what we are, and we hope you'll join us on our journey!  


Our Values