MAR 31 2016

Keu's Mission

Hi, I'm Sonia Keuroghlian, founder of Keu. Welcome to my site!

The concept for Keu was born as I began to realize that my friends and larger network of women were looking for direction on cosmetics and wellness.

Friends, family, and even people I meet on the street have always been asking me for beauty advice, and I was answering questions so frequently that it just seemed natural to create a space for women everywhere to visit and find the information they needed.

Keu is my way to reach all of you!

My perspective is that of a mom who needs to fit her skincare, beauty, and wellness routines within the demands of a busy family and work life. As a former corporate lawyer, I understand the juggling act that women perform every day. We may be moms, and may have demanding careers, but we’re also interested in finding effective skincare products, knowing what non-toxic makeup works best, fending off premature aging, and supporting our wellness.

The guidance I offer will be less aspirational and more practical. It will be effective and efficient. And, it will be thoroughly researched, as my legally-trained mind is hard-wired to do.

Speaking of motherhood and research, I’ll confess something: my kids used to eat my lipstick (and I know they’re not the first kids to do this). They would go into my purse or bathroom and bite and lick my lipsticks and lip balms. So I became seriously concerned about what they were ingesting. What was going into their little bodies? This lightbulb moment led me to research the ingredients in my makeup, and what I discovered was eye-opening to say the least.

Those of you who know me know I’ve always been passionate about living a lifestyle that’s as non-toxic as possible. This passion now extends to the products I use. The first change I made was to swap out all my makeup for clean alternatives. When it comes to researching product ingredients, I look to reputable, science-based resources, such as the Environmental Working Group’s cosmetics database, Skin Deep, among others.

My mission with Keu is to inspire women just like you to:

  • optimize your skincare routine with the most effective, non-toxic products
  • detoxify your makeup arsenal by transitioning to clean makeup without compromising on quality
  • discover innovative products and routines to improve your wellness.

I invite you into the Keu community and I'm thrilled to take this journey together!

Sonia xo