Madame Gabriela Beauty, a clean beauty brand specializing in non-toxic lipstick for women 45+, has launched on Nordstrom.com through The Folklore marketplace. The brand's signature collection of hydrating, buildable lipsticks is now available to Nordstrom's customers nationwide. Founded by Gabriela Navejas, Madame Gabriela was created from a personal mission to develop lipstick safe enough for her mother during breast cancer treatment, yet bold enough to restore confidence.
"When my mom was going through cancer treatment, I realized traditional lipsticks were full of ingredients her body didn't need while fighting for her life," said Gabriela, Founder and CEO of Madame Gabriela Beauty. "I spent two years developing formulas that are gentle on sensitive, mature lips but don't compromise on color or performance." The brand's signature lipstick collection features clean, non-toxic formulas specifically designed for mature lips, with zero parabens, lead, hormone disruptors or heavy metals.
At the heart of every Madame Gabriela lipstick is premium Manuka honey, which the brand describes as nature's most powerful moisturizer. Unlike petroleum-based formulas that sit on the surface, Manuka honey penetrates deeply to hydrate and nourish mature lips without heaviness or stickiness. "Manuka honey was a game-changer in our formulation," added Gabriela. "It gives us the hydration and healing properties mature lips need, without any of the toxic ingredients found in traditional lipsticks."
The collection includes five signature shades and a lip conditioner: Sydney (a buildable nude), Mexico City (warm red), NYC Pink (professional polish with subtle romance), Paris (classic red), and Tulum (perfect rose pink), along with Saint Tropez lip conditioner. Each shade retails for $38 and is available individually or as part of bundles which include two shades and a complimentary professional makeup brush. Products are available at Nordstrom.com, FreePeople.com, Anthropologie.com, ModaOperandi.com, TheDetoxMarket and MadameGabriela.com.
The partnership with Nordstrom through The Folklore marketplace represents a significant milestone for the four-year-old brand. The collaboration allows the company to maintain its direct-to-consumer relationships while gaining access to Nordstrom's platform and customer base. "Nordstrom has always been synonymous with quality and trust," added Gabriela. "Being selected for their platform confirms that our commitment to clean ingredients and age-positive beauty resonates with women who refuse to compromise." The brand's mission emphasizes that what we put on our bodies matters as much as what we put in them, particularly for women seeking age-appropriate beauty without compromise.
This expansion into a major national retailer highlights the growing economic impact of niche beauty brands in Texas that address specific consumer needs. For the beauty industry, Madame Gabriela's success demonstrates market demand for products that combine clean formulations with targeted demographic appeal. The brand's focus on women 45+ challenges industry norms that often prioritize younger demographics, potentially influencing other companies to develop more inclusive product lines. For consumers, particularly those with health sensitivities or mature skin, this launch provides increased access to safer cosmetic options through trusted retail channels. The partnership model with The Folklore marketplace also showcases an innovative pathway for emerging brands to scale their distribution while preserving brand identity and direct customer connections.
