G.I. Beauty was founded by a U.S. Army veteran who believes that confidence is part of every uniform—whether it’s combat boots or heels. Our debut product, the Basic Training Palette, is a neutral, beginner-friendly eyeshadow collection inspired by military discipline, strength, and everyday glam.

Designed for both new recruits to makeup and seasoned beauty pros, this palette simplifies your beauty routine with shades that blend effortlessly and perform under pressure.

At G.I. Beauty, we salute simplicity, strength, and showing up as your best self—every single day.