ieró Beauty™ is a dazzling, clean & mindful beauty and lifestyle brand.
Our mission is to dissolve boundaries in beauty, merging clean formulas, efficacy, self-care and emotional well-being.
We believe in amplifying positivity, encouraging authentic self-expression and nurturing the unique well-being of each person we touch. Our holistic, multi-sensorial products and experiences nourish your whole self—not just your skin.
Our Founder, Nick Gavrelis
Driven by product, anchored in science, innovation and creativity.
Product development authority, makeup artist and visionary Nick Gavrelis has been a keen observer and dreamer since childhood. A beauty expert with over 25 years in the industry, his passionate, sensitive approach earned him the title of “guru of skin and foundations” at the Estée Lauder Companies, where he helmed product development for the M·A·C Pro and Face categories before becoming Senior Vice President of Global Product Development.
Nick is renowned for creating many of the industry’s most iconic formulas. Now, his longstanding relationships and extensive network of leading-edge cosmetic manufacturers, packaging houses, and luxury beauty professionals position Nick to develop beauty’s new legends. Over the past two years, Nick conceptualized something new, inspired by the life force of energy that vibrates within and connects us all. His mantra, “Keep your mind and heart open to limitless possibilities and you will be amazed by what manifests around and within you,” inspired the creation of ieró Beauty™. Nick’s intent with ieró Beauty™ is to reveal and free the skin, nurture and protect what is sacred and spotlight the powerful ingredients provided by Mother Nature.
Beginning his career in makeup artistry as an artist and Retail Manager for M·A·C Cosmetics, Nick advanced the industry as an educator and beauty futurologist when he became Nordstrom’s first National Beauty Director. Three years later, he returned to M·A·C Cosmetics, where he led Artist Training & Development for M·A·C, North America East.
At M·A·C, Nick inaugurated a dynamic backstage testing program held each season at Fashion Week, transforming the New York, London, Milan and Paris shows into a live product development laboratory. As a result, the Estée Lauder Companies consulted him for advice on how foundations and other products would apply, perform or photograph.
Nick traveled the world, working directly with the markets in Asia, Europe, Africa, the Middle East, India and Latin America to develop region-specific shades and formulas designed to enhance skin tones, depths, and textures. His contributions were industry-defying and remain revolutionary to this day. His work generated the most famous formulas at M·A·C, including Studio Fix Fluid, Studio Fix Smooth Wear Concealer, Studio Waterweight Foundation and the Mineralize range of products, to name a few, catapulting M·A·C to the forefront of the industry.
Likewise, Nick and his Team developed the Lightful C SPF 50 Cushion Compact formula for the Asian market, which was an absolute sensation. It was dubbed “the selfie-cushion compact” by a beloved Korean actress and influencer. He also led collaborations with some of the world’s top makeup artists like Kabuki, James Kaliardos, Diane Kendall, Rick Baker and Mickey Contractor, and celebrities and fashion houses such as Catherine Deneuve, Racquel Welch, Rihanna and DSquared2.