No Shit Beauty began when Karen Avidar and Adi Jacobovitz, two friends and makeup artists originally from Chicago and San Francisco, realized that they were not going to find the modern beauty products they yearned for in Tel Aviv unless they took matters into their own hands. Inspired by small beauty brands in New York and California, the girls sought out to make a collection of modern beauty staples with the urban lifestyle of a Tel Aviv woman in mind. Made with ethical, high-quality and natural ingredients, the No Shit Beauty line offers aesthetically pleasing and effective solutions for feeling and looking your best.

Photography: Jill Schweber

Design: Alex Kronenberg