Our story

Long before Biswell Beauty became a brand, mascara was already part of Abby’s story.

Growing up in a small town in Illinois, one of her most memorable holiday gifts was the Sephora mascara sampler her aunt gave her. She loved comparing every brush, every formula and every finish, fascinated by how one small product could make her feel just a little more awake, a little more put together and a little more like herself.

As life evolved, so did her relationship with beauty.

Marriage, motherhood and building a business shifted what getting ready looked like. Beauty was no longer about having time for a full routine. It became about finding simple moments that helped her reconnect with herself before stepping into the day ahead.

Then came one of the hardest seasons of her life.

After experiencing a late-term miscarriage, even the smallest everyday tasks felt overwhelming. As she slowly began finding her way back into regularity, it wasn’t an elaborate beauty routine that gave her the confidence to leave the house. It was something much simpler.

One swipe of mascara.

It wasn’t about changing the way she looked. It was about feeling ready to step back into her life.

For years, women had asked Abby the same question: “What mascara do you use?” Instead of recommending something she only liked, she wondered what it would look like to create the product she had always wished existed. One that performed beautifully, simplified her routine and earned a permanent place in the makeup bag of women living real, full lives.

That idea became Biswell Beauty.

Built on purpose, not on launches

Built alongside her husband, Matt, and named after their family, Biswell Beauty was never intended to become a brand built on endless launches or fleeting trends.

It was created with a much simpler purpose: to thoughtfully develop beauty essentials women can trust, beginning with the one product that started it all.

Every formula is approached with intention. Every product must offer real value. Every launch has to answer one simple question:

Does this genuinely make everyday life better?

Because to Abby, beauty has never been about becoming someone new. It’s about helping women feel a little more like themselves. One thoughtful essential at a time.

Read the original post on Instagram ↗

When the first drop sold out

We never imagined the very first drop would sell out. Not because of a trend. Not because of a viral moment. Because thousands of women believed in what this brand stands for.

Every order. Every message. Every photo. Every story you’ve shared has reminded us why we started. What began as one simple product became something so much bigger than mascara — a reminder that sometimes the smallest rituals carry the most meaning.

Thank you for believing in us before we had anything to prove. We’re overwhelmed. We’re grateful. And we’re just getting started.

xx Abby & the Biswell team

What’s next

Essential Mascara restocks September 15. Get a text when it’s live, follow along on Instagram, and thank you — truly — for being here early.