Makeup for figuring it out
Before the gloss, before the brand, there was Emma, styling vintage in her NY apartment and turning everyday looks into moments. She didn’t grow up with a full glam setup. She figured it out the way most of us do, under bad lighting, with whatever was in her bag, and a lot of trial and error. Vintage fashion taught her to break rules. Makeup gave her the confidence to do it louder. Wuv.u was built for that, the in-between moments, the getting-ready chaos, and the barely-there essentials that always show up.
From vintage finds to everything gloss
wuv.u is the beauty brand Emma wished she had when she was just getting into makeup. No intimidating routines. No perfect finishes. Just color that shows up, gloss that shines, and formulas you can mess up and still look cool wearing. It's K-beauty tech meets NY self expression. Built for the bedroom mirror artists, the hallway runway walkers, pros who want to break the mold and everyone figuring it out on their own ter