Pages filled with purpose

When I decided to create Phoebe's Diary, I dreamed of turning my ideas into something special. I wanted everything I make to feel like sharing your favorite treats with your bestie, while creating products that are kind to everyone — including our furry friends, which is why everything I create is vegan and cruelty-free.

Each product is made to sprinkle a little bit of magic and a whole lot of love into your beauty routine, because I believe feeling good should also mean doing good.

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The heart of it all

My mission is to sprinkle a little kindness into your beauty routine, one product at a time. Every formula is made with love, backed by purpose, and created to make you feel as good as you look.

  • Proudly vegan & cruelty-free

    Feeling beautiful should never come at the cost of kindness. Every product is created with love for all living beings.

  • Woman-owned brand

    Built on dreams, backed by purpose, and brought to life with dedication to creating something truly special.

  • Formulated in the USA

    Thoughtfully formulated in the USA using materials and ingredients sourced from around the world.

Meet my favorite human

Say hi to my mom, Tara - the creative mind behind these delicious formulas! With a lifelong passion for beauty & self-care and a heart full of love for animals (especially me!), she dreamed of creating products that would make everyone feel beautiful and confident while making the world a little kinder.

When she's not perfecting new formulas, you can find her testing products, chasing after me and my fluffy co-founders, and dreaming up the next sweet addition to your self-care routine.

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The cutest co-founders

  • CEO

    I’m 21 years old so at my age, I drink the martinis and call the shots around here.

  • Marketing Coordinator

    I am single handedly the reason why Phoebe is still in such great shape at her age. I chase her in circles around the house through all hours of the night and never let her sleep.

  • Customer Service Rep

    I make so many muffins and somehow always have drool on my nose. How does it get up there?

  • Product Formulator

    I love being outside, and I have my own courtyard that my mom built for me at our house. If I’m not outside, I’m begging at the door to be let outside. I also only have one eye, but don't point it out...

  • Brand Manager

    I wasn’t a part of my mom's photoshoot because I am quite literally frightened by every single thing in this world. My mom rescued me from Turks & Caicos, and I strongly dislike everybody besides her. So I sat this one out.

  • Creative Director

    I’m quite hard to describe. I play fetch, constantly wreak havoc, and steal people food out of the sink. I’m actually kind of like a dog.