About Our Founder

Meet The Founder

Alyson Howard-Hoag

Alyson Howard Hoag, CEO & Founder of Genuist Beauty, has over 30 years’ experience working in the beauty industry as a brow and makeup artist, as CEO & Founder of the award-winning Authentic Beauty Makeup Salon & Brow Studio in Atlanta, and previously as a beauty educator for some of the country’s biggest brands. She’s worked with over 100k women and she knows what her clients want. As such, she felt compelled to create beauty products for women of all ages and particularly for women in their 50s, 60,70s, 80s, 90s and up.  

The Brow Guru

Eyebrow Expert

Aly is most known as an eyebrow expert and brow protector and she is affectionately known as the Brow Guru of Atlanta. Through her revolutionary brow services using her signature tweeze-only brow method that she offers in her Atlanta brow studio, and by appointment in NYC, DC, and LA, she also wants to help her clients get their brows blooming through all of Genuist Beauty’s products. 

Our Vision

Driven by the belief that your external appearance should authentically mirror your inner self, Alyson embarked on a new venture in 2023—Genuist Beauty cosmetics. Her product line is thoughtfully designed to deliver maximum results with minimal effort using clean formulas in sustainable packaging that correlates to beauty with a clean conscience.

Her ultimate goal is that women of all ages love what they see when they look in the mirror.