Founded in 2020 as Hatice Schmidt LaBS and reborn in 2024, HATICE SCHMIDT is the brainchild of the namesake beauty expert, YouTube icon, entrepreneur and bestselling author. The credo that sums up both HATICE SCHMIDT the brand and the person: No compromises! When it comes to HATICE SCHMIDT products, you can expect no less than iconic packaging and the highest performing makeup solutions driven by innovation.
Hatice Schmidt, Brand Founder
The HATICE SCHMIDT aesthetic is defined by the contrasts of rough and luxurious, not as a dogma, but as a leading example of encouragement. We want you to freely express who you are, and we are here to support and inspire you all the way. For Hatice personally, through her success as Germany’s leading beauty content creator in the first wave of YouTube superstars, freedom has become synonymous with luxury. While cultivating her passion for self-expression through reviewing thousands of beauty products, the same strong message has resounded: Being unapologetically you is a luxury you deserve.
Our mission is to enable your expression in the most innovative ways – through high performing makeup products that thrive due to our obsession with precision. That is what is on the inside. On the outside, our products are just as expressive as you are: Loud and bold. Because makeup is art and so are you, we have developed iconic, recyclable packaging that will make you feel as though you are holding something precious in your hand. Our first product at HATICE SCHMIDT, the iconic lipstick in a heavy, aluminum chain case, is the blueprint that started it all.
Hatice titled that first lipstick "The Gift" because she wanted to give her customers something truly special, a gift from her to you. Everything that happens at HATICE SCHMIDT is driven by what and who Hatice is. Growing up in precarious circumstances in Berlin’s infamous Neukölln district, she felt alienated from the rest of the world and utterly removed from the world of luxury she always dreamed of: Even at six years old, Hatice named her cat Gucci. Makeup became her means to dream, YouTube her path out of poverty.
As an entrepreneur today, Hatice forged HATICE SCHMIDT as a new understanding of luxury in the world of beauty: Reimagining timeless design by pushing away from the patterns set by other high end beauty brands. For the past decade our founder has been speaking to millions with empathy and compassion and, given her personal history, feels it important to always give back.
She works in close collaboration with various NGOs to support the fight against child poverty, and her book "Your Life is not a Coincidence" has inspired countless young people to change for the better.
Living by her values, with HATICE SCHMIDT Hatice is setting a courageous example of where a dream can lead you. And now all we ask you to do is: Get inspired – and never forget to tell the world boldly and loudly who you are.
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