About Us

Our Story

If Then Else was conceived keeping the modern women in mind, and realizing that there isn't always time or room for carrying around tonnes of makeup

Our first product naturally was a multifaceted tint that gave the oh-so-perfect colour payoff. Aimed at enhancing beauty, our cheek tint, named ‘Berry’, gave cheeks the perfect glow, gorgeous rosy, pouty look to the lips and a subtle hint of colour when swiped across the eyelids for a funky look.

This Holy-Grail of a product was a hit amongst masses as not just the product quality is great, but also, it is compatible with all skin colors and types, is vegan and cruelty free. On popular public demand, a wider color range will soon be available for the tints. Many more products are on their way to you!

Find Us

We are based out of UK, but we deliver worldwide. Follow us on our Facebook and Instagram pages to stay on top of new releases, fun tutorials and exciting deals. Send us your love and makeup-looks by using our #berrybabe hashtag

The Brand

If Then Else is based out of UK, but offers worldwide shipping. Our products are cruelty free and vegan. With ethical business practices at its core, ITE does not only provide quality products, but also wants to change the landscape of the makeup industry for the better.

Our Goal

ITE wants to be your go-to brand for your makeup needs. We are working specially to cater to the needs of the modern women, who love makeup but want more convenience of doing it.