Affect

Affect is a Polish makeup brand founded in 2015 in Bielsko-Biała by Agnieszka Kuśnierz and Beata Łysoń-Dobrocińska [1]. Operating under the company AFFECT Sp. z o.o., it makes colour cosmetics that it positions as professional quality at an accessible price, and reports that its products are sold in more than 20 countries across three continents [1].

The brand presents makeup less as a way to cover up and more as a form of expression; its stated principle is that "makeup is our feminine, artistic form of self-expression, not a mask" [1]. It remains active, with a 2025 product catalogue and current collections featured on its website.

Affect was started by Agnieszka Kuśnierz and Beata Łysoń-Dobrocińska, who the company says were brought together by "friendship and a shared dream" to meet the needs of modern women with high-quality products [1]. The business is based in Bielsko-Biała in southern Poland, where it is also headquartered and manufactures its products [1].

The company describes itself as a contemporary, women-created cosmetics brand. A Polish trade directory frames its market position as an attempt to "fill the gap between the luxurious colour cosmetics and mass-market products" [5] — a mid-tier placement consistent with the brand's own "professional quality at a friendly price" description [1].

Affect's range is centred on colour cosmetics. According to a Polish manufacturer profile, this spans lipsticks, lip glosses, eyeshadows, concealers, lip and eye liners, blushes, bronzers, mascaras, eyebrow products and powders [5]. The brand groups much of its output into named collections, among them Glow Bakery, Sun Day, Dream Cream, New Way, Golden Pro, Ideal Blur, Desert Wonders and Brow Perfection.

Two lines feature prominently in the brand's own marketing: the Glow Bakery collection of baked blushes and bronzers, which it calls a "sweet secret to a radiant complexion," and a BB Cream Sun Day with SPF 50+. The brand's tagline is "Create your own beauty story." A recurring detail noted by a trade source is a "unique knitted pattern" pressed into its blushes and powders [5].

Alongside its own brand, Affect operates as a contract manufacturer, offering private-label production, packaging and recipe-development services to other companies [5]. On its private-label pages the company states that it is GMP certified, holding a Certificate of Good Manufacturing Practice.

Affect frames its mission as creating makeup that "enhance[s] natural beauty and improve[s] well-being," with a stated commitment to quality and safety "based on the latest scientific achievements" [3]. The company says its products are "100% cruelty-free," meaning they are not tested on animals, and that it develops vegan formulas by "eliminating ingredients of animal origin wherever possible" [3]. These are brand-stated positions rather than independently certified claims.

The company also describes a sustainability programme covering production and logistics: replacing equipment with more energy-efficient alternatives, sourcing raw materials it describes as ethical and sustainable, and working to reduce its carbon footprint across production and distribution [3]. It says it applies the KAIZEN method of continuous improvement to monitor performance.

Affect reports involvement in social initiatives, including charity campaigns and support for the "Piękniejsze Życie" foundation for women undergoing cancer treatment, and it sponsors the women's volleyball team BKS Bostik ZGO [3].

Affect is an active brand. Its most recent visible activity includes a product catalogue dated September 2025 and 2025 collections such as the Sun Day SPF 50+ and Glow Bakery lines on its website. The company reports distribution in over 20 countries across three continents [1], though no Wikipedia entry or major editorial coverage of the brand was identified; available documentation comes mainly from its own site and trade sources.