cad-b® has made budget beauty accessible to mass audiences since 2019. We continue to reinvent the meaning of value with high-performance essentials and new innovations, infused with nourishing key ingredients in clean, cruelty-free products. We refuse to compromise on quality and set expectations at standards well beyond our prices. cad-b® gives people the freedom to choose – from a $3 lipstick for first-time beauty shoppers to a $6 award-winning foundation championed by beauty influencers and makeup artists alike… cad-b® starts as everyone’s first beauty brand and surprises by going bigger and better with each new launch. With cad-b® you can shop with freedom and ease. cad-b® delivers makeup for performance, for accessibility, for play.