Fragrance house

U Beauty

Founded in 2019 by Tina Chen Craig and Katie Borghese, U Beauty is a skincare brand built around a streamlined, science-based philosophy. Its approach uses SIREN Capsule Technology, an adaptive delivery system designed to respond to changing skin needs. The brand launched with the Resurfacing Compound, its first product, which condensed multiple skincare steps into a single treatment. In June 2022, Sandbridge Capital made a minority investment in U Beauty, while the founders remained central to the brand’s direction. U Beauty expanded into fragrance in February 2025 with PROEM Eau de Parfum. Its signature perfume, PROEM has a floral, fruity, and earthy profile intended for all-day wear and was created with fragrance expert Roger Schmid and perfumer Jérôme Epinette.