OLCAY GULSEN BEAUTY (OGB)

OLCAY GULSEN BEAUTY (OGB) is a Dutch makeup and skincare brand founded in 2019 by entrepreneur Olcay Gülşen and based in Amsterdam [6]. It is operated by the company OGB B.V., registered in the Netherlands under Dutch law [3]. The brand sells affordable, "feel-good" essentials aimed at everyday users who find elaborate beauty routines complicated, and it positions its range as high-performance, vegan and cruelty-free.

As of 2026 the company is in the process of rebranding from its founding name, Olcay Gulsen Beauty, to the shorter "OGB", which the brand's homepage glosses as "Original Great Beauty" [1][7]. The brand remains actively trading and growing, with recent press coverage, new hires and reported plans for international expansion.

The brand was created by Olcay Gülşen, a Dutch fashion designer and television presenter born in 1980 in Waalwijk, the Netherlands, to parents of Kurdish origin [6]. Before moving into beauty she spent around fifteen years in fashion, most notably as the founder of the label SuperTrash. That company, which at its peak was sold in more than 2,000 outlets across two dozen countries, collapsed shortly after she left it: SuperTrash filed for bankruptcy in 2018, weeks after her departure. The beauty brand she launched the following year is a separate venture and is not connected to the earlier fashion business.

Gülşen has said she started the brand partly out of personal frustration. According to an interview with Marie Claire, she considered herself unskilled at makeup and grew disheartened by the complicated routines she saw, wanting instead accessible products that ordinary people could actually use [7]. The company describes beauty as "deeply personal and intimate", a field the founder says she has immersed herself in since 2019.

The brand launched in November 2019 under the name Olcay Gulsen Beauty, starting with a range of six products before expanding into a fuller skincare and makeup assortment [7]. Both the company's own account and the date reported by Marie Claire place its founding in 2019.

By 2026 the business had grown to around 18 employees and had recently appointed a chief executive to manage its expansion. In the same period it began operating under the OGB name and, according to Marie Claire, entered discussions with the US retailer Ulta Beauty about international distribution [7].

The brand is owned and operated by OGB B.V., a private limited company ("besloten vennootschap") established under Dutch law and based in Amsterdam [3]. No acquisitions or outside ownership changes are recorded.

OGB frames itself around what it calls "empowerment through beauty". The company says it believes "true beauty comes from within and doesn't require hours-long routines", and the founder has described it as her mission "to make people feel confident and beautiful in their own skin" [2]. Its stated tagline is "Performance that empowers".

The positioning centres on simplicity and accessibility: practical makeup and skincare intended to deliver results without complex techniques, at prices that sit in the affordable range. In an interview with Numéro Netherlands, Gülşen said the brand had to be "about more than just products" and described building "a strong community based on human connection", adding that "self-love is the most empowering tool a woman can have" [8].

The range spans skincare and makeup, with many products sharing a "Miracle" naming convention. Signature items include the Miracle 24H Day Cream, the Miracle Vitamin C Glow Serum, the Miracle Colour Changing Foundation, the Miracle Blur 2.0 and a Glow Palette. The skincare line highlights vitamin C, collagen and hyaluronic acid as key ingredients [4]. The catalogue also extends to tools and a beauty device, including a double-sided brush and red-light eye patches.

A number of core products, among them the day cream, foundation, blur and vitamin C serum, are offered with refill options, which the brand presents as a way to cut packaging waste.

OGB describes its products as vegan and cruelty-free; its "Our Story" page states that products are "carefully developed and tested on ourselves, never on animals" [2]. These claims are self-declared rather than certified by a third party. In its interview with Numéro Netherlands, the company said its formulas are "as clean as possible, vegan, and cruelty-free" and that products are developed locally in Dutch factories, which it links to a more transparent supply chain.

The brand also runs a social programme tied to women's causes. It states that it is a partner and ambassador of UN Women, raising funds to combat domestic and gender-based violence; according to Numéro Netherlands it has also raised more than €500,000 for earthquake relief in Turkey and Morocco [8].

The brand is active. Its most recent visible activity includes an April 2026 feature in Marie Claire (Netherlands) covering its rebrand to OGB, its growth to 18 employees, a newly hired chief executive and expansion talks with Ulta Beauty [7]. It is sold in the Netherlands.