Varenti Beauty was founded in Queens, New York. Here, Varenti Beauty learned that building a brand from scratch has many obstacles. While working for one of Fortunes 500 companies in the small business sector, they realized it was heavily male dominated. Realizing this they wanted to create a brand in an industry they loved and they wanted to give back with each purchase. So every purchase made through the Varenti Beauty website goes to empowering women entrepreneurs. Every brush also has a powerful meaning behind it.