Our Story

Why SAFIA?
The name SAFIA carries meanings of purity and authenticity in many languages — and for us, it reflects what beauty should be: timeless, genuine, and effortless. Short, memorable, and chic, the name represents everything our brand stands for: modern luxury that feels pure and lasting, never overcomplicated or trend-dependent.

Where We Began
Founded in Australia, SAFIA started with a simple mission -to help makeup lovers keep their brushes and tools pristine and hygienic. Our Iconic Brush Balm quickly became a cult favourite, loved for its ease of use and effective results. It became more than a brush cleaner; it was a beauty essential that supported confidence behind every flawless look.

Where We’re Going
As our community grew, so did our vision. We saw the need for products that were more than beautiful packaging - products that were luxurious, wearable, and designed for everyday confidence. That’s when SAFIA evolved, introducing the Velvet Lip Liner Collection.

The Nudes Edit - five universally flattering shades, from soft peach to deep espresso — is the first step in redefining our brand. These liners are enriched with Vitamin E and hydrating oils, set in a vegan wax base, and finished with long-wear pigments that won’t smudge or feather. Creamy, comfortable, and versatile, they’re designed to flatter every skin tone and fit every occasion - from morning coffee to evening glam.

What We Stand For

  • Confidence, Simplified. Beauty should feel effortless. Every SAFIA product is designed to give you confidence without complication.

  • Modern Luxury. Luxe shouldn’t be exclusive. We create products that deliver indulgence and performance, while remaining accessible.

  • Universal Beauty. Our shades and formulas are crafted to flatter all skin tones, all ages, and all styles.

  • Values That Matter. Proudly Australian, female-led, vegan, and cruelty-free - we believe beauty should align with conscious choices.

Our Purpose
At SAFIA, we exist to create staple beauty essentials — products you’ll reach for every day, because they work, they last, and they make you feel elevated.

From brushes to lips, our journey has always been about one thing: helping you feel defined, polished, and confident - in the most timeless way.

Solid Soap | Brush Balms

"Solid Soap Brush Cleaner: The Ultimate Makeup Brush Cleaning Solution"