Founder Series: Well People, A Legacy of Love

I’ve always had a tricky relationship with skincare and beauty. I don’t have the most cooperative skin, and the industry back in the day didn’t seem to cater to me. When I started to play with makeup in undergrad, I struggled to find brands and products that addressed both my skin tone and my skin’s reactive nature. I tried so many brands and, in the process, wasted so much money; I simply couldn’t find things that worked for me in drugstores or department stores. Worst of all, most products made my skin worse, resulting in more breakouts and rashes.

Around 2009, there was a sudden, tiny peak of “clean” beauty. I started going to my local co-op to test a few brands, but aesthetically, they were pretty lacking. While the formulas were simple enough that they didn’t tend to irritate my sensitive skin, the color matching was a complete shitshow. When you are in your early 20s, starting a professional career and trying to show up to work looking your best, having only sad options takes a toll on your mental health. I couldn’t believe that in my 20s I was still dealing with acne (what a joke, considering I still deal with skin inflammation if I breathe the wrong air). I felt like I couldn’t wear makeup because it only made me look worse.

Slowly, a few brands founded by makeup artists launched, which definitely piqued my curiosity. A common factor across these brands was better ingredients and simpler formulations, often omitting the ones that tend to cause inflammation. I was intrigued, but because they were all Direct-to-Consumer (DTC), I couldn’t tell if any of them would work for my skin tone and type. One such brand that came onto my radar was Well People. What set Well People apart was their focus on performance to ensure there was no sacrifice on the consumer’s part, putting them on a pioneer pedestal. I believe I read about them in a publication and decided to email the brand to see if it was possible to trial their products. To my surprise, they actually responded and said they would happily send me some samples to test before I invested. I was thrilled, especially since many other DTC brands wouldn’t even bother with such a request. The lovely people at Well People sent me two small slider tins to test for color matching and to ensure the product agreed with my skin.

I loved it pretty much right away. I found my perfect color and, after a week of testing with no adverse reactions, I was happy to place an order. I used that foundation for years; it was even what I wore for my wedding when I did my own hair and makeup. Over the years, many other brands have entered the category with “better-for-you” makeup and skincare featuring stripped-back ingredients for sensitive skin, but I have always had a soft spot for Well People. To be honest, I am always trying new things, so I don’t currently have a “holy grail,” but I truly believe what they started provided a platform for many other founders to join. And not to mention, they have consistently stayed much more affordable than most brands of similar caliber.

Recently, I met Sasha, their Brand Marketing Director, at an event and gushed about how I started using the brand back in the day. After chatting for a bit, I asked if I could interview their founder for my newsletter. When they got back to me saying Shirley would love to speak with me, I was thrilled.

Before I share a paraphrased version of our conversation, I want to add a personal note. Ingredients aren’t one note. I have found that “natural” isn’t always better for me and “synthetic” isn’t always bad either. Coconut oil and cocoa butter are both natural, yet they give me severe rashes when applied topically. Shea butter and I are great friends. On the other hand, I am very allergic to petroleum-based products, but I live and breathe for my Tretinoin, which is, of course, a synthetic product. Our skin has a unique composition, and what works for one person does not always work for another. I am just glad there is now a plethora of brands on the market (like the incredible Well People) that hopefully allow all of us to find something that works for our needs.

—

When I jumped on a Zoom call to chat with Shirley Pinkson Mañas, I shared how I first came across the brand, and she immediately chimed in that I might be an “OG.” She mentioned that when they first started, she was often the one answering emails and said my name actually seemed familiar to her. It was so exciting to think that she might have been the person who packed my original trial order! I shared with her that, back then, finding clean beauty meant walking through a single aisle at a co-op or Whole Foods and hoping to find something that worked for my skin tone. It was such a thrill to see a brand like Well People enter the market, catering not only to better ingredients but to inclusive skin tones as well.

Shirley shared that what makes Well People truly unique is that the founders (makeup artist Shirley Pinkson Mañas, cosmetic dermatologist Dr. Renee Snyder, and brand marketer James Walker) began their journey before “clean beauty” was even a recognized term. They didn’t launch the brand because it was trendy; they did it because they felt a deep, personal conviction that it was the right thing to do. By focusing on ingredient consciousness long before the rest of the industry, they stepped into a space that many other brands found too limiting or intimidating due to the lack of information available at the time.

With over 35 years of experience in the beauty industry, Shirley spent much of her career with iconic brands like MAC and NARS. After 14 years at NARS, she felt ready for a pivot, initially believing she wanted to leave the beauty world behind entirely. However, her longtime friend James Walker (whom she describes as a “brother from another mother”) had other plans. Both self-proclaimed beauty junkies who spent their free time hunting for the perfect bronzer, James saw an opportunity to turn their shared obsession into something meaningful.

At the time, James was running an advertising agency in Austin, Texas, working to make the “Whole Body” section of Whole Foods feel more elevated. They noticed a significant white space in the market: the natural products available at co-ops and health stores lacked the luxury and “sexiness” of prestige cosmetics. The founders were determined to eliminate the “sacrifice” often associated with clean beauty, believing that customers should feel proud to pull a product out of their makeup bag. While Shirley initially hesitated to jump back into the industry, she realized that passion was the “secret sauce” for any new endeavor. Her deep connection to makeup and her desire to help people look and feel good ultimately drew her back in.

The brand was born from the founders’ collective realization that they could do better. For Shirley, a veteran makeup artist, the spark came from her clients. While she could execute a perfect smoky eye or winged eyeliner, she realized she hadn’t been trained to understand the ingredients on the back of the box. As clients began asking about parabens and mineral oils (topics that were obscure then but are commonplace now) she began her own research.

Disquieted by what Shirley discovered, a powerful mission rose up within the founding team. They set out to transform the beauty industry, driven by the goal of making beauty better and ensuring that no one ever feels they have to sacrifice safety for professional-grade results.

The founding team became complete when they reconnected with Dr. Renee Snyder, a friend from their freshman year at the University of Texas at Austin. Over margaritas, Shirley and James shared their vision with her, and she immediately wanted in. Dr. Snyder was planning for her first pregnancy at the time; a life stage that often serves as a major entry point into holistic living and clean beauty. Together, driven by a shared history and a collective desire to do good, the three friends launched Well People to bridge the gap between better ingredients and high-performance.

The heart of Well People lies in a “legit heritage” built by its three founders, Shirley Pinkson, James Walker, and Dr. Renee Snyder. Unlike brands led by celebrity figureheads, Well People was born from their genuine desire to do good in distinct but complementary ways. James sought to modernize the natural beauty space with a “sassy,” transparent approach; Shirley, a veteran makeup artist, wanted to educate and empower consumers to make better choices without judgment or fear; and Dr. Renee became the embodiment of the brand’s consumer (especially since all the Well People products are pregnancy friendly) as she navigated the world of holistic health while building her family.

Innovation didn’t come easy in 2008. Starting a brand when natural ingredients were dismissed as ineffective meant facing massive hurdles with manufacturers and chemists who weren’t used to clean formulations. Shirley, while not a chemist, spent years teaching herself the science of ingredients, working hand-in-hand with labs to push boundaries. Their dedication was so intense it took five years to perfect their mascara, a product Shirley refused to launch until it met her professional standards. This commitment to quality over quantity remains a brand pillar; Well People avoids overwhelming consumers with endless choices, focusing instead on a curated, simple, and effective collection that fits into a busy lifestyle.

Today, the brand continues to lead with love rather than fear-mongering as Shirley puts it. As the first makeup brand to be EWG Verified as well as the brand with the most EWG-Verified products of any cosmetic brand, they aim to simplify the research process for their community. Shirley shared that Well People’s philosophy is rooted in gentle progress rather than perfection. In the early days, she often invited people to bring in their makeup bags to swap out just a few items for cleaner alternatives, encouraging them to keep what they loved while improving where they could. Looking ahead, the brand is preparing to launch new, flexible innovations in the skin and complexion space. Even as they grow, Shirley’s personal passion remains the same, often leaning on her “must-have” products like the Daygleamer Mineral Sunscreen Serum SPF 34 and her favorite Guava Twist Superpowder Blush to protect and enliven her skin and feel her best.

Thank you so much to Shirley and the Well People team for taking the time to connect and speak with me! I truly enjoyed the conversation and can’t wait to follow along as you continue to launch more incredible products!

Follow Well People on IG here | Shop for Well People here.

Here’s the deal: every newsletter takes me hours to write and edit. It’s a true labor of love and something I look forward to, even if it takes way more time (and tea ☕️🫖) than I care to admit. If you enjoy reading Brands and Bobs, I’d be so grateful for your support.

Just liking, commenting, or sharing makes a HUGE difference!

And if you’re feeling extra generous, consider upgrading to a paid subscription! Thank you ♥️