About Us
Founded in 2021 in Sydney, Australia, Foiled Cosmetics is a cosmetics business specialising in handmade and self-formulated pressed eyeshadows.
Formulations began in 2018, when I was in the midst of my eyeshadow obsession and wanted colourful pigmented eyeshadows to wear myself, with the hopes of also making my hobby into a side hustle. My first eyeshadow was far from wearable, so there began a period of trial and error.
After settling on a formula I was happy with, at 23 years old, I officially launched Foiled Cosmetics in 2021 with the vision of providing pigmented and diverse eyeshadows to people who love makeup and experimenting with eyeshadow looks as much as I do!
I am very much a DIY person and have created all aspects of the business myself including the eyeshadows, eyeshadow stickers, website, logo, product images, social media accounts. I even created our packaging by hand when we first launched! (This became too time consuming as the business grew).
It was incredibly hard to get orders initially and I relied on gaining traction through Facebook groups for small businesses, but this strategy came with little success. Finally, in 2023, I started consistently posting behind-the-scenes videos on TikTok and Instagram, videos which eventually went viral! To date, my most viewed video is at 9.5M views on Instagram. I was amazed to see so many people across the world want to buy my products, to the point where I couldn’t keep up with demand. I remember at one point having 80+ orders to fulfil!
In 2025, I finally made the decision to purchase an industrial eyeshadow press machine, which meant that I could process orders quicker and grow the business. I am excited to see the success that this brings me.
This business remains a side-business alongside my career and I hope one day to make it my full time job!
I am constantly working to improve our formulas and products to ensure that all aspects of Foiled Cosmetics are the very best. I am a perfectionist by nature, so hearing that people from all around the world love my eyeshadows makes my day!
Thank you for supporting my small business🩷
Tayla xx