Hi There!
I'm Sonia Roselli
After 30 years of working with thousands of brides and celebrities in my Chicago studio, I got fed up with skincare that wrecked sensitive, aging skin.
I partnered with Japan's top labs to create what was missing: gentle, sophisticated formulas that actually work for sensitive and barrier-damaged skin. No harsh actives. No irritation. No BS.
We're a small, woman-owned business (just 8 of us!) doing beauty differently: expertly crafted formulas in small batches, made by real people creating luxury skincare that gives you skin that looks and feels amazing.
Celebrating Your
Timeless Beauty
I've watched brides cry with joy and celebrities trust me with their biggest moments – all because I understand skin. Real skin. Sensitive skin. Aging skin.
That's why I created something different: sophisticated Japanese skincare that celebrates who you are today. And with 30 years of experience and thousands of satisfied clients, I know what works.
Beauty isn't about turning back time. It's about feeling confident in your skin, at every age.
A Beauty Experience
reimagined
While other brands chase trends and pump products full of irritating actives, we partner with Japan's most innovative labs to create something truly different.
As someone who struggles with rosacea, I know firsthand how hard it is to find skincare that won't trigger sensitive skin.
That's why our formulas are edited down to only what sensitive, aging skin needs – nothing more, nothing else.
Your Dreams
Our Creation
I don't create products in a boardroom. I create them based on 30 years of touching real skin, dealing with my own rosacea, and listening to what women actually want.
When you're frustrated, I hear you. When you need solutions, I work with Japan's top labs to create them for you.
This isn't just another beauty brand – it's a collaboration between my expertise as a celebrity artist and esthetician and your real-world needs. Simple. Effective. Actually works for sensitive skin.
No focus groups. No marketing trends. Just real solutions for real skin. Join the journey and get involved.
Notable
Faces
Betty White
Elton John
Ben Affleck
Linda Evangelista
Lenny Kravitz
Chris Botti
Maynard Ferguson
Eddie Daniels
Diana Krall
Vanessa Williams
MY JOURNEY
How I Fell In Love With An Industry
Prom Pics Tell All
1985: Me at 16, slinging makeup at the mall with blush you could see from space and eyeshadow up to my hairline.
Those prom pics were rough, but they launched a 30-year obsession with making people look (way) better than I did.
From Trainee to Trainer: My Journey with Aveda
When I joined Aveda in 1993, I had no idea I'd help shape the future of beauty education. I trained alongside industry titans – including legendary makeup artist Sonia Kashuk – mastering advanced skincare and makeup artistry.
Soon I was commanding rooms of top salon professionals, teaching everything from skincare science to makeup mastery to business strategy. I didn't just train beauty professionals – I helped create beauty entrepreneurs who understood both the art and science of skin.
All that hands-on experience? It became the foundation for creating my own formulas years later.
After 5 Years at Aveda, I Got Fired - And It Was The Best Thing Ever
Getting sacked by Estee Lauder after they bought Aveda sucked, but as a rebel questioning the status quo, I knew big beauty companies prioritized profits over principles.
So, I said "f*ck it," bought a one-way ticket to Italy, and immersed myself in Milan Fashion Week. Getting fired lit a fire under my ass and made me realize I didn't need to play by someone else's rules.
Bringing Inspiration to Chicago's Brides
After my time in Italy, I returned to Chicago and found my true calling in bridal makeup.
I became the city's first on-location bridal makeup artist, literally writing the playbook for modern bridal services. My signature? Making everyone – from celebrities to nervous moms – look naturally radiant. (Especially crucial in the age of HD photos!)
Turns out teaching other artists to build their own successful businesses was just as rewarding as making brides glow.
Opening My Makeup Studio
After years of honing my craft in bridal makeup, I took the next step in my journey by opening Sonia Roselli Studio in 2008.
It was a cozy space where clients could learn, grow, and feel like the best version of themselves. I offered makeup classes, photo shoots, and bridal trials, but my studio was more than just a place to get glammed up.
In this creative haven, my passion for innovation blossomed as I began experimenting with crafting my own products, driven by a desire to provide clients with luxurious, effective, and cutting-edge formulas.
Launching SRB: Where Skincare & Makeup Meet
After years behind the scenes with beauty brands, I knew exactly what was missing: skincare that actually works with makeup.
My first hit? Sexapeel – an instant exfoliation spray from Korea that became a sensation.
Finally, sensitive skin could get its glow back without the irritation.
That success launched my mission: creating gentle, effective skincare that makes your makeup look even better.
"I traveled to Japan and Korea, discovered their incredible skincare secrets, and came back inspired to create Sonia Roselli Beauty—an unapologetic line that delivers real results for aging, sensitive skin, because I believe beauty should be celebrated at every age."
-Sonia Roselli, Esthetician & Founder
Ready To
Join the Mission?
Ready to feel excited about your skincare routine again? Let's find products that work for your unique needs and lifestyle, so you can put your best face forward every day.
Forget the hype and let's focus on what really works...a few quality products that enhance your natural beauty.
You deserve to love your skincare routine.
Let's make it happen.
Cheers,
S
