Meet Nosh Beauty, the New Makeup Brand With a Little Chutzpah
If you’re anything like me, you’ll remember the first makeup product you ever wore… and which family member you stole it from. It’s that nostalgia for handed-down, borrowed beauty that’s behind Nosh Beauty, the new brand from sister duo Brooke and Samantha, which draws on the Jewish culture and family traditions they grew up with.
“People often ask us what Nosh Beauty is, and the simplest answer is that it’s a beauty brand,” Brooke and Samantha explain. “The truer answer is that it’s a beauty brand inspired by the way we grew up. It’s the warmth that gets passed around the table, the Yiddish words that capture feelings English sometimes can’t, the traditions that connect generations and the quiet ways family shows up for one another. Those moments shaped us, and they shaped Nosh Beauty.”
The brand makes its debut with a single product: The Schmear ($24), a cream blush in four shades, with names your bubbe would approve of. Schmooze, a soft, warm peach, is the easy everyday pick for warm and neutral undertones, while Mazel, a cool medium rose, does the same job for cool and neutral skin. Kvell, a berry plum, leans cool. And then there’s Chutzpah, a deep, warm terracotta and the boldest of the four. It lives up to its name.
The formula is consistent across all shades: a light, whipped texture that blends easily using your fingertips or a brush, and can be applied anywhere needing a pop of colour — cheeks, lips, eyelids, you name it. It’s also packed with apple seed and pomegranate seed oils, so it feels comfortable on the skin, and it’s dermatologist-tested and hypoallergenic for those of us with sensitive skin.
Nosh arrives as one of the first beauty brands to turn to Jewish culture for inspiration, drawing on the everyday rituals, humour, and family connection that come with it. Its muse? Well, there are several. They’re the women in Brooke and Samantha’s family — their mother, grandmothers, sisters, aunts, and nieces — whose routines, they say, were less about the products and more about the time spent getting ready together.
For Brooke and Samantha, that’s the point. “We believe beauty is better when it’s shared,” they say. Whether it’s a product recommendation or getting ready alongside the people you love, they hope Nosh Beauty becomes part of those moments for other families too.
The Schmear is now available at noshbeauty.com, shipping exclusively within the US.