Survivors of domestic violence’s oft-portrayed image in the media, film, and television as drains on society over contributors was enough for Brandi Leifso to use her entrepreneurial spirit to disseminate a more accurate message to the masses.

 

She was, after all, a survivor herself knowing firsthand the stories about such women and their real-life potential were far from the truth. While she had her qualms about living in a shelter following her brave decision to flee an unhealthy relationship at 21 (i.e. the shame of reaching out for help, willfully living in a foreign place over a chaotic but familiar home, and, not to mention, the apprehension about her life post-shelter) it was the best decision she ever made. 

 

At the shelter, she did more than mend her spirit and regain her sense of belonging in the world. She found purpose in tenaciously shattering the stigmas women have about getting help and the fear that precedes them to create something beautiful: Evio Beauty.

 

The so-called “kind and conscious” vegan, gender fluid and dermatologist-approved makeup and skincare line includes award-winning facial and lip serums, lip balms, color sticks, glosses and cream concealers that help women feel their best and empowered, according to the brand.

 

“We’re driven by co-creating with the community to uplift others and break stigmas that other underdogs experience,” said Leifso.

 

Leifso may have lacked the business acumen to run a startup, but she built the brand from the ground up with nothing but her passion for makeup-making and justice for domestic violence survivors as the driving force. 

 

“The strategy was just to survive, put food in my belly and a roof on my head,” she recalled.

What she did know was this makeup line would serve the purpose of not only making women look and feel empowered with a beautiful face, but pushing for real change among survivors of domestic violence. 

 

“Through cause-based collection co-created by the community, we help bring awareness to important social issues,” said Leifso.

 

The brand’s lip serums were launched with an initiative called “Did I Make Myself Clear?” aimed to create policy change and awareness of the hardships victims of domestic violence face each day. Recently, the brand teamed up with Free From.org, a team comprised of queer, trans, immigrant and BIPOC survivors aimed to help domestic violence survivors build the wealth and financial security necessary to support their individual, intergenerational and community healing, according to the organization’s official website. Through the partnership, Evio launched its newest shade extension, Speak Up, to further this commitment to policy and systemic change: $1 from every lip serum sold at EvioBeauty.com gets donated to the organization. 

 

To date, Evio Beauty has donated more than $500,000 in funds and products to over 27 organizations across North America to help the underdog thrive, from Mamas for Mamas, a national charitable organization that supports mothers and caregivers in crisis by providing ongoing support to individuals and families facing various poverty-related struggles and Homeward-bound, a Phoenix, AZ-based organization that creates pathways out of poverty for homeless families. Other recipients have included WIN house, Shelter Movers and Beauty Night.

When it comes to ingredients, it was only fitting that hemp, which Leifso calls an “underdog ingredient” is infused in all Evio Beauty products. 

 

“We’re dedicated to hemp as our hero ingredient because it is an underdog ingredient riddled with stigma,” explained Leifso. “We love hemp for its incredible skin benefits. It’s rich in Vitamin F (fatty acids) and linolenic acid, soothes inflammation, is non-comedogenic and reduces redness and the appearance of fine lines. 

 

Evio Beauty’s moisturizer and mask can be used as a daily moisturizer or a deep Vitamin F hydration mask three times a week. The lip serum, which is packed with the healing power of hemp and peppermint and high in omega 3, 6 and 9, repairs the skin barrier and forms a seal over the lips to lock in moisture. Imparting a soft, oil balm texture, lips are supple and hydrated with a refreshing cooling effect. The names mean business: Did I Make Myself Clear? is clear while Be Blunt is sheer pink. The balms can be used as a nightly lip mask.

 

“One of my personal favorites, our Velvet Colour Sticks, are a multi-use product with no rules,” said Leifso. “I like to wear mine on my lips, cheeks and eyes for a monochromatic look.”

Since starting the cosmetics line, Evio Beauty set out to make a difference in the world, and its efforts are paying off. The brand has formed alliances with some of the world's most recognized industry leaders, while gaining the support of prominent retailers from Urban Outfitters to Hudson’s Bay. The brand’s best-selling lip serum also earned Chatelaine’s Beauty Awards best lip balm award this year in addition garnering attention in major media outlets such as Forbes, Allure and Byrdie. 

 

The product line is currently sold online at EvioBeauty.com and through Amazon.

 

In its recent campaign, the brand has established a goal to garner 1,000 signatures in support of domestic violence reform and funding to accompany an open letter as a start to co-create a reform plan with government officials.

 

Given women’s reluctance to speak up about their experiences with domestic violence, the beauty brand produces a podcast called “Break Things.” In the podcast, misconceptions, stigmas and new perspectives are explored, offering listeners a chance to rebuild their mindsets for a better future, according to Leifso. One episodes features documentarian Komal Minas, who spoke about the art of building resilience and the stigmas and misconceptions on “going it alone.”