Sonsie has cemented its place as one of 2025’s buzziest skincare brands, celebrated for minimalist, vegan, and plastic-negative beauty powered by authenticity and radical self-acceptance. With restocks regularly leading to waitlists of over 500,000, Sonsie is at the forefront of a shift toward simplified, sustainable, and truly inclusive skincare.
Founding Story: Simplicity Meets Celebrity
Founded in 2023 by Marie von Behrens-Felipe and Roberto Felipe and supercharged by the 2024 arrival of Pamela Anderson as co-founder and owner, Sonsie emerged from a moment of viral curiosity: Anderson’s makeup-free, glowing appearance at Paris Fashion Week. “It was being okay with who I am and what I look like with or without makeup. … I want good, tried-and-true ingredients that keep me feeling my best … no matter where we are in our ‘life-ing’ journey,” Anderson stated about joining Sonsie, her vision setting the tone for a new beauty era.
Product Philosophy: Essentials That Work
Sonsie’s approach is “less is more meaningful.” Its tight edit of multi-functional products—Basic Balm, Multi Moisture Cream, Super Serum, Cleansing Mousse—replaces cluttered routines with skin-friendly simplicity. All products are vegan and cruelty-free, free of sulfates, phthalates, parabens, and silicones, making them safe for even the most sensitive skin.
- Basic Balm: An overnight and day lip solution, enhanced with peptides and bio-based squalane, has inspired cult devotion—over 90% of reviewers say chapped lips disappeared within days.
- Super Serum: A gentle, glow-boosting formula with niacinamide and mountain pepper extract, praised for delivering brighter, calmer skin.
- Multi Moisture Cream: A deeply hydrating 3-in-1 cream, acting as moisturizer, overnight mask, and body balm.
- Cleansing Mousse: Launched in late 2024 after popular demand, it’s proven gentle—even for those with reactive skin.
Community, Inclusivity, and Reviews
Sonsie has built a robust, supportive community. It fosters a welcoming and inclusive environment, aiming to make everyone who incorporates its products into their routine feel valued and represented, regardless of age or skin type. The brand emphasizes thoughtful imagery and product formulations to ensure all individuals are seen and supported within the Sonsie community.
Across platforms, users highlight the brand’s effectiveness for sensitive skin. But critics have pointed out that while Sonsie is not the cheapest option, the focus on efficacy, sustainability, and authenticity sets it apart.
Eco-Leadership: Certified Plastic Negative and Green Practices
Sonsie is officially Certified Plastic Negative via Repurpose Global, removing twice as much plastic as used in its shipping and packaging. Recyclable glass, FSC-certified paper, and PCR plastics are standard—closing the loop on single-use beauty waste.
Press, Celebrity Power & Next-Gen Growth
Sonsie’s press and social momentum is fierce: a triple restock in 2025 drew over 500,000 global waitlist sign-ups, and Anderson’s makeup-free campaign made “Sonsie glow” a trending hashtag. In late 2024, the brand appointed Kailey Bradt as CEO to lead the next chapter of DTC and retail expansion.
Looking Forward
Sonsie continues to grow as a leader in “mindful minimalism” and sustainability. Buyers seeking gentle, effective, community-driven products—and a confident, honest approach to aging and self-expression—find Sonsie’s ethos as compelling as its formulas.
