RADICAL SELF CARE
NOTO is a line of edited, multi-use essentials created for people who prefer fewer things that do more. Products that feel lived-in rather than performed. Practical, sensual, minimal, and rooted in real life. Founded by artist and makeup creator G. Noto, the brand grew out of years spent working in beauty and learning what people actually reach for every day — the products that become part of a ritual rather than a routine. NOTO exists for people who don’t see themselves in glossy-hyper beauty culture. People who move fluidly through style, identity, age, and expression. The ones who want their products to feel human, soulful, and quietly subversive, without shouting for attention. Each formula is made to work across skin, face, body, and expression. Less clutter. More intention. A small collection you grow into rather than grow out of.
MEET GLORIA
Professional brush holder, beauty formulator, lover of room temp water + 90’s music, Scorpio and rising Capricorn
“It all started after an existential life crisis reflection vacation to Thailand. Sitting on the beach and training Muay Thai. I thought about nothing other than the ocean and mangos. Towards the end of my trip, I had a vision of what I wanted to do moving into the next chapter of my life.
Working as a fashion and celebrity makeup artist, I knew I wanted to start a line. But the question was why?
Launching NOTO quite literally in my kitchen, I became excited to use all the skills I learned over the years to create a line that celebrated the spectrum of authentic identities and edited minimalism I felt I wasn’t seeing in the beauty space at that time. Products that didn't just make you look good, but made you feel even better, connected to self."
– Gloria Noto
OUR MISSION
Multi-Use | Natural | Universally Sexy
NOTO is a multi-use, gender-inclusive, clean cosmetic line. Packed with uncomplicated yet high-performing ingredients that will change your skin with regular use, NOTO celebrates the authentic and diverse layers of what self-expression and beauty can mean. We are a champion for ferocious individuality, while cultivating a creative and mindful community along the way.
NOTO IS: FOR YOU
Gloria understands the beauty industry deeply due to her extensive background as a fashion and beauty makeup artist and contributor, dating back to 2006, as well as being the founder of the arts and culture print publication, The WORK magazine.
By working first-hand with so many cosmetic brands, Gloria saw all too clearly how the majority of cosmetics were cocktails of chemicals, fillers, and pollutants– and that advertisements were meant to make one feel bad about themselves. Through this, she created her own solution by developing products that reflected the changes she wanted to see in the industry. She wanted to make changes not only in the ingredients, but also in the visual identity and messaging of what wellness and beauty could look and feel like.
To date, we have raised over $26,000 in charitable funds.
Let’s not just look good– but let us also do good.