Major Announcement: Introducing Our First Three Products!

Today is a big day! I started dreaming about Annadea in March 2025, we committed to the idea and made our first couple of hires in April 2025, and we’ve been working on our product formulations and building our team for the past year and a few months. We announced Annadea, the company, back in January (in our defense, we thought we’d be launching sooner), and it’s been a painful six months of not being able to share the products we’re launching with you. Now that we’re exactly one week out from the big launch, I can finally tell you…

We are launching three incredible products:

To Dew Glow Serum, PTO Glow Bronzing Serum, and Power Walk Blush Serum.

Obviously I am biased, but these are truly my favorite products in my makeup bag. But don’t just believe me–our early testers have said the same thing.

Let me introduce you to each one, and to what I hope they’ll mean to you—join the email list to be the first to shop the launch.

To Dew is the entire ethos of Annadea, in an absolutely beautiful package. Annadea is all about accessing the healthiest version of you, the version that gets eight hours of sleep, drinks tons of water, eats well and lives even better. To Dew bottles that radiance and vitality. It’s sensorially rich but won’t clog your pores, it’s luminescent without being glittery. It’s versatile, working as well below makeup as it does on top of it. It’s the extra glow boost I’ve been looking for in my makeup routine

The most important thing, from a cosmetic standpoint, was that this product produces a natural looking glow. Most of the competitors on the market have some shimmer or sparkle that makes the product feel a little young or unnatural. The high-shine highlighter is great for a photoshoot or a big night out, but I wanted a product that would give a subtle glow, day or night.

Our final formula delivers! It’s a silky, hydrating serum that creates a natural glow while it works on your skin over time, layering niacinamide and licorice root to visibly brighten and even tone, a lipid and humectant complex to replenish what daily life strips away, and a four-part hyaluronic acid complex to hydrate at every level skin can absorb it. Ceramides and cholesterol reinforce the barrier underneath all of it, so the glow you see on the surface is backed by something structural happening underneath.

I wanted a product that could be the first or only step of a makeup routine, depending on the day. Worn alone, it reads as “did you just get a facial” skin. Mixed into foundation, it turns a flat base into something lit from within. Tapped onto the high points of the face, it becomes definition without a highlighter’s glitter. I’ve never loved a product that made me choose between looking done up and looking like myself. To Dew was built so I’d never have to.

If you’ve been following me for a while, you know I love a good bronzer. The issue I have with the existing bronzer market is that most of the products are too warm, reading orange on my face. The other thing that was important to me was performance–I have way too many products that I love the look of when I put them on but that fade within a few hours. I wanted this bronzer to stay put throughout the day and night.

The result is a weightless bronzing serum built around niacinamide and an antioxidant complex of astaxanthin, resveratrol, CoQ10, and tocopherol, so it’s doing something for your skin while it sits there, rather than simply sitting on top of it. It melts in and builds easily, so you can build your own desired level of bronze. Mixed into moisturizer, it gives you an all-over wash of warmth. Swept across the high points of your face, it sculpts without a trace of orange or shimmer.

I think blush is the new lip gloss–at least for me–because I love playing with different colors and textures. I never tire of trying new shades, and I think it’s fun to use a deep, toasted terracotta one day and a bright pink the next. The only issue is that, like my other color products, my blushes usually fade quickly. Or, they stay on all day but they clog my pores. Power Walk is the answer I’ve been looking for. It’s a blush that behaves like a serum, and has enough grip to hold color on the skin and enough slip to blend without dragging. It took us longer to get right than either of the other two because we refused to compromise on payoff, performance, or texture. I think you’ll feel that the moment you use it.

It’s built around hyaluronic acid, which plumps and hydrates while you wear it, and an antioxidant defense of bakuchiol and coffee seed extract, so the flush it gives you actually improves your skin’s texture over time rather than merely coloring it. The pigment is layerable in a way that most cream or liquid blush isn’t, which means one product can take you from a bare-faced flush to a full, considered color moment, depending on how much you build. It comes in three shades: Soft Step, a light, barely-there pink; Rose Trail, a dusty, muted rose; and Late Date, a warm terracotta.

The image I had in mind while we built this one was specific: the flush that shows up after real movement, after a laughing fit with friends, after the perfect kiss.

These aren’t three unrelated products that happened to launch on the same day. They were designed as a system, meant to be worn together, layering into a single finished look that no single one of them achieves alone. To Dew lays the foundation of hydration and light. PTO Glow adds warmth and dimension on top of it. Power Walk finishes the picture with color exactly where your body would naturally put it.

Our motto is Lived in Color, and I chose those words carefully. I am inspired by women who say yes to risky, bold, audacious opportunities. I admire women who lean fully into the lives they built for themselves, who embrace every single moment. Those are also the women who often feel pressure to do or be everything, the women who desperately want balance in one form or another but are hard-pressed to find it. I created this brand for those women–women who will take pleasure and delight in the texture and performance of our products, women who don’t have time to watch a makeup tutorial explaining how to blend and contour, women who want a little extra boost of glow. And I wanted to do the research, the diligence, and the hard work to formulate each product in a way that would perform at the level these women expect. We make ambitious products that work as hard as our Annadea women do.

None of this would mean anything to me if it came at the expense of what’s actually in the bottle. Every formula in this collection was built to the same standard I’d want for my own skin. That meant real actives at real concentrations, not just marketing ingredients. It meant antioxidant complexes that do something–astaxanthin, resveratrol, CoQ10, and tocopherol in PTO Glow; bakuchiol and coffee seed extract in Power Walk–rather than a single trendy ingredient positioned at the top of an ingredient list. It meant a full ceramide and hyaluronic acid architecture in To Dew, built the way a serious skincare serum is built.

It also meant real formulation constraints that most color cosmetics never have to solve for. A serum has to be non-comedogenic, or the entire premise collapses the first time someone breaks out from wearing it. It has to absorb rather than sit, or it reads as skincare pretending to be makeup rather than the reverse. Getting three different products–a bronzer, a blush, and a glow serum, each with its own pigment load and its own texture demands–to hold that same standard took our formulators over a year, and there were versions of each of these that never made it out of the lab because they looked beautiful in a swatch and failed the standard on skin. I’d rather ship late than ship a compromise, and more than once, we did exactly that.

We launch Tuesday, July 14th. All three products, and the option to buy them as a set we’re calling the Glow-To Trio, which includes To Dew, PTO Glow, and your choice of Power Walk shade–and a little extra gift, designed for our first purchasers of the set. If you sign up for our email list, you’ll be the first to know so you don’t miss out if we sell through inventory faster than we planned.

I’ve wanted to write this post since before Annadea had a name. Thank you for reading this far, and for being here before the products even existed. One more week!