Unfulfilled by her overindulgent spending habits, Anastasia Bezrukova adopted a minimalist lifestyle and became a certified Marie Kondo consultant. While helping her clients streamline their own lives, she noticed a commonality—no one could simplify their makeup routine due to the overwhelming options in the beauty industry. This inspired Anastasia to create Minori—an inclusive brand of high-quality, versatile vegan makeup essentials grounded in minimalism to support living mindfully and buying consciously.