About Us

The Brand

Founded in 2021 in Boston, Massachusetts, Naty Beauty was created to combine quality and practicality while celebrating the unique beauty of every woman. The idea for the brand began in 2016, when Natalia started sharing makeup tutorials on Instagram. Today, Naty Beauty stands out for offering innovative products that boost self-esteem and encourage self-care.
We believe makeup is more than just about looking good — it’s a way to highlight what’s already beautiful within us, helping us reconnect with our essence and enjoy meaningful moments of self-care and self-appreciation.

Sisters & Business Partners

Natalia Bettioli, founder of Naty Beauty, and her sister, Francielle Caldeira, were born in Araranguá, Santa Catarina, and have been living in Boston, Massachusetts, for over 10 years. Natalia, 26, has always believed that makeup can transform not only how we look, but how we feel. In 2024, Francielle, 30, joined the brand as a partner, bringing fresh perspective and new energy. Together, they share a mission: to help women feel more confident and uniquely themselves every single day.