Noelle

Noelle is a Croatian beauty brand based in Zagreb, best known for vegan makeup brushes and for a range that also spans cosmetics, cosmetic bags, drinkware and related accessories. It is operated by NOELLE d.o.o., a company registered at the Commercial Court in Zagreb, and led by its founder and owner, Marijeta Duvnjak.[3] The brand sells directly through its own online store, which ships across the European Union,[4] and positions itself around vegan, cruelty-free products and sustainable materials.

The brand builds its identity on self-expression, summed up in the tagline "You weren't born to blend in."[1] It remains active, running a live e-commerce store.

Noelle was founded by Marijeta Duvnjak, whom the company describes as an entrepreneur and "visionary from Vienna."[2] While Duvnjak's own background is Viennese, the business itself is Croatian: NOELLE d.o.o. is registered and seated in Zagreb, at Radnička cesta 80.[3]

Accounts of the brand's beginnings point to two dates. Duvnjak has said the idea for a vegan, cruelty-free beauty brand emerged in 2017.[5] The company NOELLE d.o.o. was then registered at the Commercial Court in Zagreb the following year, under case number Tt-18/44280.[3] Duvnjak is listed as the company's managing director and owner.

Noelle's range centres on makeup brushes — sold individually and in sets covering base, contour, highlighter, blush and eyes — alongside cosmetics, cosmetic bags, drinkware and other accessories.[1]

The brand places particular emphasis on the materials it uses. According to the company, its brushes combine synthetic, cruelty-free bristles with recycled aluminium ferrules and FSC-certified wooden handles, and are sent out in packaging made from recycled cardboard as part of a stated plastic-free commitment.[2] Noelle describes its products as vegan and cruelty-free, and says they are not tested on animals.[1]

Noelle frames beauty as a means of self-expression and individuality rather than blending in. Its messaging encourages customers to be themselves, captured in the hashtag "#WeLoveYouToBeYourself" and in the statement that "my body and my face are a framework in which I show myself."[2] Alongside self-expression, the company lists inclusivity and sustainability among its stated values.

Noelle is an active, independently owned brand with no documented parent company. It operates a live direct-to-consumer online store that ships across EU countries.[4]