Safar Inside
MORE THAN A BEAUTY BRAND
(Who we are)
beauty essentials designed to become part of everyday life
Founded by Ekaterina Safarova, SAFAR inside is a beauty and lifestyle brand built around confidence, individuality and effortless self-expression. We create beauty essentials that combine thoughtful design, functionality and aesthetics, turning everyday products into objects you genuinely want to carry with you. Our first product was created as a compact beauty accessory for everyday touch-ups — something that fits naturally into a busy lifestyle and is always there when you need it.
(Our philosophy)
We believe luxury can be simple
It can be found in thoughtful design, quality you can feel and products that become an effortless part of everyday life. SAFAR INSIDE is designed for people in motion — people who work, travel, train, meet friends, change plans and experience life without wanting their routines to slow them down. That is why functionality and aesthetics are equally important in everything.
Self-care should feel intuitive rather than demanding. Sometimes a few seconds are enough to refresh your look, feel more confident and continue with your day. We don’t believe beauty, style or taking care of yourself should be defined by gender, age or stereotypes. They are simply different ways of expressing respect for yourself and your individuality.
(The origin)
Built around people
SAFAR inside began with Ekaterina Safarova’s idea to create something larger than another beauty brand. From the beginning, the vision was to bring together people who share a similar attitude towards life — confidence without the need for attention, freedom to be yourself, curiosity about the world and an appreciation for beauty in simple things. The product became the starting point, but the idea behind SAFAR has always been about the people who use it.
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The SAFAR INSIDE Community is a space to explore new creations, special releases, behind-the-scenes moments, & more.
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