Our philosophy

Beauty treatments are for everyone. It is not about age, gender or color. It is more than he, she or them. Choices of colours is a way of expression and creativity. We created a collection with the emphasis on neutrality following our philosophy “Break the stereotypes”, which allows for the perfect creation with the ideal palette meant for all occasions and styles. Indulge in the magic of color and through them express yourself freely!


We believe that beauty products should be cruelty free and we passionately defend animal rights. All of our products are 100% Cruelty Free as we support our philosophy for a better tomorrow. After a lengthy process all “by GIUP®” products were approved as 100% Cruelty Free under the Leaping Bunny International program!

The approval by the world body Leaping Bunny is the best assurance that a company does not perform animal testing at any stage of the production of its products nor its suppliers and the consumer can be 100% sure that all our products and ingredients have not been tested on animals.