DAAR Cosmetics

DAAR Cosmetics is a Swedish makeup brand based in Stockholm, founded in October 2024 by the TikTok creator Daria "Dasha" Garipova [6]. Garipova, who had built an audience of more than 600,000 TikTok followers, moved from making beauty content to running her own colour-cosmetics line, for which she serves as chief executive. The brand launched with a pop-up store at the Stockholm department store Nordiska Kompaniet before shifting to e-commerce [6].

The name is an acronym for four values the company places at its centre: Drömmar (dreams), Autenticitet (authenticity), Allas lika värde (equal worth of all) and Relationer (relationships) [2]. DAAR describes its purpose as building "an inclusive and inspiring platform for creativity and self-confidence," with a strong emphasis on community.

Daria Garipova was born on 1 January 2004 in Sweden and is registered in Åkersberga, north of Stockholm [6]. She began posting on TikTok in 2019 with content such as "get ready with me" videos, shopping hauls and beauty tips, and grew a following of over 600,000, including one post that passed a million views [6]. DAAR Cosmetics grew directly out of that creator career: rather than partnering with an existing label, Garipova established her own brand and took the role of CEO.

The company frames beauty as something playful and shared. Its stated mission, in Garipova's words, is to "make beauty accessible, inspiring and playful for all" [6]. Each letter of DAAR is tied to a principle — dreaming big, staying true to oneself, treating all people as equal in worth, and building relationships — which the brand uses to present itself as inclusive and community-driven. Followers are invited to shape future shades and textures through the hashtag #withlovefromdasha, and "with love from Dasha" appears as a recurring tagline.

According to a Lyko Magazine feature, DAAR combines "trender, kunskap och kvalité" (trends, knowledge and quality) in accessible products at reasonable prices [4]. The brand operates chiefly direct-to-consumer through its own Swedish-language web shop.

DAAR sells colour cosmetics across face, eyes and lips, along with brushes and accessories. Its range includes mascara, eyeliners, blush sticks, bronzer sticks, highlighter sticks, lip liners, lip glosses and lip balms. The Leap Lash mascara is presented as the signature product; Lyko reports it was developed over roughly a year using carefully selected ingredients [4]. Other early customer favourites include the Blush Stick Darling and the Bronzer Stick Sunkissed.

In a review of the Bronzer Stick Sunkissed, the retailer Daisy Beauty noted its creamy, highly pigmented texture, a semi-matte finish and SPF 30, sold in three shades; the reviewer gave it 3 out of 5 [5].

The company states that all products are vegan and cruelty-free, and that none contain parabens. It confirms on its FAQ that every product is vegan-friendly [3]. Manufacturing takes place at European facilities, with quality oversight by Swedish third-party chemistry specialists [2].

In March 2025, the Leap Lash mascara won Best Mascara (Bästa mascaran) at the Beauty Oscar 2025 awards run by the Swedish beauty-editor panel Skönhetsredaktörerna [7]. The award was also reported in a Lyko Magazine feature published in August 2025, which described the brand as viral and vegan [4].

DAAR Cosmetics is active. As a brand launched in late 2024, its most recent visible activity includes the March 2025 award and an August 2025 Lyko Magazine feature. Its distribution is centred on Sweden, sold direct through its own web shop and through retail partners.