FOUNDERS

LA-based celebrity makeup artist Nikki DeRoest is a trusted resource for all things beauty with over 20 years of experience as not only an artist but a passionate educator, product developer and beauty connoisseur. Her valued perspective as an industry leader has earned her the spotlight across various masterclasses, expert panels and events – much to be expected with a client roster that includes names like Rosie Huntington-Whitely, Phoebe Dynevor, Amber Valletta, Taylour Paige, Kate Bosworth, Benito Skinner and Behati Prinsloo. Having worked as a Brand Ambassador for iconic cosmetic powerhouses such as Armani, Bobbi Brown, Dior and Nars, Nikki’s magic lies in her ability to connect with people through accessible beauty-related tips, tricks and techniques, something she has leveraged in building an authentic, tight knit social audience and community.

Cerre Francis with over a decade of experience in the beauty industry , was also a decorated professional rock climber known for dozens of print editorial features, climbing documentary appearances and first ascents of boulder problems all over the world. Alongside a successful climbing career she worked as a buyer at BackCountry.com and then honed in on her entrepreneurial drive with her own successful wedding dress business which she sold prior to her move to Los Angeles–  Cerre and Nikki formed a tight-knit bond after both moving to LA around the same time. Once in Los Angeles, Cerre joined Hourglass Cosmetics  in 2013.  Hired to launch their flagship stores and build out their in-store customer experience she fell in love with the beauty industry.  Cerre left Hourglass in 2018 joining Nikki at her previous brand, a venture they both exited in 2019. 

Both dreamt of driving the industry forward through innovations and branding that would elevate and push cosmetic standards toward the next frontier. With  an appreciation for the countless amazing products already in existence, they knew this venture  would need to be something unique to stand out from the masses and become a heritage brand. 

Grounded by their friendship, Cerre and Nikki understand one another’s strengths which is why it makes sense for them to join together to build the coolest shit out there… ciele.