Welcome to theBalm, where we believe in empowered glamour - feeling your best and looking incredible as you turn heads for all the right reasons. Confidence is a gorgeous color on you - it really brings out your eyes. So our mission is to be there for you when you want to look good in a matter of minutes (not that we’re timing).



We have cosmetics down to a fine art - timeless, versatile and always picture perfect. With velvet textures, rich colors, triple-milled pigments and anti-aging ingredients (not that you need it), we're committed to creating premium cosmetics at an accessible price. We do this so you can release your inner artist and feel fabulous - wherever the day takes you. 




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the Balm 's Top Picks

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the Balm Mad Lash

Take lashes to new heights! With an injection-molded wand and phenomenal formula, Mad Lash delivers ..

the Balm Travel-Size Classics with Cosmetics Bag

Frequent flyers rejoice! theBalm has created travel-size versions of our bestsellers for half the pr..

the Balm In the Balm of your hand - Greatest Hits Volume 2 Palette

Because a great hit deserves a sequel! Create countless looks with this all-inclusive makeup-must fe..

the Balm Nude dude Palette - Nude Eyeshadow Palette

Because you deserve the bare-y best! This natural eyeshadow palette includes 12 triple-milled shades..

the Balm Autobalm grl powder

Put the petal to the metal with GRL PWDR. This cheek palette features 3 beautiful matte blushes and ..

the Balm Meet Matte Hughes- Nude

Looking for a truly loyal liquid lipstick? Meet Matt(e) Hughes NUDE, a limited-edition collection of..

the Balm Hot Mama

Over basic blushes? Our essential all-in-one highlighter, blush and shadow illuminates your finest f..

the Balm Bahama mama

For a fresh-off-the-beach glow! This matte bronzer gives you natural, sun-kissed skin without orange..

the Balm Time Balm Primer

Gorgeous skin in no time! Wear timeBalm Primer solo for visibly softer skin or under makeup so your ..


Mary-Lou might not be innocent, but this shimmer sure is! Our highlighter, shadow and shimmer rolled..

the Balm SCHWING Black Liquid Eyeliner

This liquid liner is a home run! Built with a uniquely thin and tapered felt-tip applicator, Schwing..