Our Story
Crafting Beauty, Crafting Dreams
In 1994, nestled in the heart of Los Angeles, CA, two visionaries, Morad and Gita Amirieh, embarked on a journey fueled by passion and a shared dream. Their mission: to redefine beauty, to transform it from a mere reflection in the mirror to an expression of inner radiance. Thus, Sorme was born.
With a commitment to excellence and a dedication to cruelty-free practices, Sorme quickly ascended to the summit of the professional beauty industry, becoming the “makeup artist’s secret”. Beauty professionals across the nation clamored for their products, recognizing Sorme as the unrivaled standard of quality and high-definition pigments that gave a true color payoff.
At the core of Sorme's success lies a deeply personal story. Inspired by the boundless potential of their three daughters, Morad and Gita embarked on this journey together, weaving their familial bond into the very fabric of the brand. Sorme isn't just a cosmetics company—it's a testament to the power of family, resilience, and the pursuit of dreams.
Among Sorme's assortment are their coveted creations: the Mineral Illusion Foundation, a transformative blend that harmonizes flawlessly with the skin; the Fresh Start Primer, a hydrated canvas that prepares the skin for its masterpiece; and the Under Shadow Eye Primer, a formula committed to giving your eye makeup lasting allure.
But beyond the products lies a deeper narrative—a story of unwavering commitment to American made products. Most of our Sorme formulations are meticulously crafted on home soil, a testament to the brand's enduring loyalty to its roots and its community.
As Sorme continues to illuminate the path forward, Morad and Gita's legacy shines brighter than ever. Their dream, born of love and nurtured by passion, has blossomed into a beacon of beauty, inspiring generations to embrace their unique essence and celebrate the artistry all individuals can achieve with the right tools and products.
Sorme is where beauty isn't just skin deep—it's a testament to the power of love, family, and the pursuit of dreams.