Hidden Gems: Meet Oni Auer-stewart of ITP Beauty

Today we’d like to introduce you to Oni Auer-stewart

Hi Oni, we’d love for you to start by introducing yourself.
I grew up facing adversity in Baltimore, MD, before being adopted as a pre-teen. Raised with the belief that possibilities existed but were rare for someone like me, I moved to Los Angeles by myself at 17 to pursue a career in fashion design. Every day, I manifested what I wanted my life to look like and the kind of person I wanted to be. My ultimate aim was to create beauty in the world and make a positive impact but I grappled at times with the complexity of my upbringing.

After a long successful fashion career, I shifted towards sustainability, recognizing the harmful environmental impact of the fashion industry. Following an extensive dive into sustainability and man-made chemical research, I found my way to skincare, a long-time passion of mine. I discovered significant differences in skincare regulations between the US and Europe(The US only bans 11 harmful ingredients and the EU bans thousands) and meticulously researched the ingredients in my SPF and skincare products, discarding the harmful ones which was sadly most of my products. This journey marked the realization of my childhood dream—creating beauty while doing good. Thus, ITP was born, offering products that are good for you and good for the world.

ITP stands for In The Pynk, which is a cheeky phrase meaning in your most optimal state. That’s what all humans deserve from their skin products and their life. I’m proud to be the founder of a brand that promotes well-being.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Every inch of pursuing a dream and being a business owner is uncomfortable and scary. I’ve learned so much along the way and have received a free education over the past three years on clean skincare product development and the intricacies of business. But I believe that if you’re only doing things that make you comfortable and sticking to what’s easy, then you’re not truly striving for growth or change in the world.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At ITP, we’re a team of passionate, transparent female leaders driven by a love for clean beauty and sustainability. Our goal is to make high-quality, verified clean beauty products accessible to everyone, simplifying and elevating daily routines. We focus on creating EWG-verified and third-party tested multi-use products designed for those of us who are always on the go but still want to look and feel our best.

What makes us different is our commitment to not just meeting but exceeding clean beauty standards. We’re all about pushing the envelope with groundbreaking formulas that are truly clean and innovative. Our team brings together experts in product development, sustainability, eCommerce and marketing, all working together to bring new, exceptional products to life.

Our proudest achievement so far is The Daily Bawse. It’s the first-ever verified clean, mineral-tinted SPF serum that does it all—hydrating with hyaluronic acid, balancing with new moisturizing technology, providing non-chemical SPF, and adding a beautiful glow with its sheer mineral tint. We designed it to meet all your daily skincare needs in one convenient product.

We’re also thrilled to share that we’ve just wrapped up a successful first funding round and a successful Kickstarter campaign. Our brand is finally launching in a few weeks and it’s wild and exciting to see something that so much work went into come to life! Our diverse backgrounds and experiences are what fuel our creativity and drive our success. At ITP, we’re committed to making clean beauty simple and accessible for everyone while staying true to our values of sustainability and transparency.

So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
There are several ways you can work with, collaborate with, or support ITP. We’re open to partnerships and collaborations with like-minded brands, influencers, and organizations that share our commitment to sustainability and clean beauty. If you’re a retailer or distributor passionate about these values, we’d love to discuss stocking our products in your store or through your channels. Brand ambassadors who align with our mission are also welcome to reach out if you’re interested in featuring our products. Your feedback and reviews are invaluable, and positive testimonials help us grow. We encourage the Los Angeles community to follow us on social media (@itpbeauty), share our content, and help spread the word about clean beauty and sustainability. Additionally, if you’re involved in media or sponsorship opportunities, we’d be excited to explore how we can work together. If any of these opportunities resonate with you, please get in touch—we’re eager to build new relationships and collaborate with you to promote ITP and the clean beauty revolution. (hello@itpbeauty.com)

ITP launches at the end of Sept. celebrating international beauty month: www.itpbeauty.com

Pricing:

• Our Launch product, Daily Bawse is $42 or $110 for all 3 shades

Contact Info:

• Website: https://itpbeauty.com/
• Instagram: https://www.instagram.com/itpbeauty/
• Facebook: https://www.facebook.com/ITPBeauty
• Youtube: @itpbeauty
• Other: https://www.tiktok.com/@itpbeauty

Image Credits
All professional photos were shot by Karl Richter and lightly edited.