About the Brand
About
Volition Beauty believes that a multiplicity of diverse perspectives creates better, richer product innovation. They are a trailblazing beauty brand that expertly formulates high-performance skincare, bodycare & haircare – containing the most unique ingredients – as ideated and validated by experts. Volition is designed to empower content creators to become beauty entrepreneurs, and to turn their ideas into best-sellers. Their mission of collaborative and transparent innovation has created a revolutionary product development process that puts content creators in the driver’s seat. They make the most effective formulations with safe ingredients so consumers never have to sacrifice performance for clean beauty. Volition is female-, AAPI- and LGBTQIA-founded and formulates products that are all clean, vegan & cruelty-free. The brand emphasizes sustainability with FSC unit cartons, corn-derived PLA labels, recyclable packaging and alsmeets EU and EWG standards for their formulas.
Founding Story
Patricia Santos has over 20 years of experience in finance and venture capital, focused on the beauty, retail and apparel sectors. She has been behind the curtain of hundreds of beauty brands and helped numerous management teams build their companies.
Patricia's journey to founding Volition Beauty started back in the late 2000s, where she was the only female investor at a big venture capital fund. She was able to meet and fund some amazing entrepreneurs but was faced with the sad reality that a lot of incredible female founders weren't getting funded. She noticed part of the problem was these female entrepreneurs didn’t look like the investors they were pitching and were selling to people who didn't fully understand their companies or brands. She became obsessed with changing that and giving those amazing female entrepreneurs an alternative way to get their groundbreaking product ideas to market. At Volition, these entrepreneurs don't pitch to board rooms full of male investors, but the actual customers.
Signature Products
Tap a product to view details and request a sample.
Dewy Avocado Replenishing Moisturizer with Ceramides + Vegan Collagen
Skincare
Greek Goddess Glow Drops with Peptides + Resveratrol
Skincare
Chocolate Macadamia Hydrating Mask with Hyaluronic Acid + Vegan Collagen
Skincare
Resting Beauty Face Silicone Patches
Skincare
Getaway Glow SPF 30 Radiant Sunscreen with Zinc Oxide + Vitamin E
Body
Getaway Glow Liquid Sunshine Drops with Vegan Squalane + Grape Seed
Skincare
Getaway Glow Instant Bronzer Sculpting Body Cream with Vegan Collagen + Vegan Squalane
Body
Skin Rhythm Balancing & Clearing Serum with Niacinamide + Salicylic Acid
Skincare
Vegan Keratin Heat Protectant Hair Spray with UV Filters + Plant Proteins
Hair
Team & Experts
Tap a name to read the full bio.
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A former venture capitalist with a passion for scaling consumer brands, Patricia has been an operator and investor in beauty for over two decades. Her passion lies in helping brand founders and creators build iconic brands that combine product innovation and market white-space with genuine storytelling.Patricia has extensive experience working with, scaling, and financing celebrity / creator / influencer brands. As a female entrepreneur and founder, she is fanatical about championing other women in business.Patricia holds a BA from Harvard College magna cum laude and an MBA from Harvard Business School. She has been named one of the 100 Most Powerful Women by Entrepreneur Magazine and been featured in the New York Times, WWD and Glossy for her impact in beauty space.
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Paul Deacon has more than two decades of experience in the beauty industry, principally in marketing but also in product development, operations and sales.The first half of Paul's career was in Europe, working across a broad spectrum of high-profile, established haircare brands at the Estee Lauder Companies and within the L’Oréal group in London and Paris. He has experience in mass market brands (Elvive) as well as luxury and professional brands such as Kérastase, Aveda & Bumble and bumble. His roles grew not only with increasing financial responsibility, but also with their geographical footprint, scaling from the UK to EMEA and to global. Throughout his European career he has worked closely with the brands' headquarters in Paris and New York and had the opportunity to work with celebrities such as Catherine Deneuve, Claudia Schiffer and Gwyneth Paltrow,Since 2012, Paul has worked exclusively in the USA reporting into the founders of - and leading the brand marketing for - smaller, entrepreneurial skincare brands in the San Francisco Bay Area such as Algenist and Juice Beauty. Currently Paul leads all aspects of brand operations for Volition Beauty, with particular focus on product development across all beauty categories, and talent management with Volition's roster of Innovators.Paul is British and has a MA from Oxford University.
Press Coverage
VACATIONER
May 14, 2026
Summer Beauty and Style Accessories From Female Founders
We’ve tried and tested these great beauty products! These are perfect additions for the season and also celebrate the power and intentionality of women entrepreneurs.
NBC LOS ANGELES
May 6, 2026
Give mom the gift of relaxation this Mother's Day
California Live broadcast/video segment featuring Mother's Day relaxation gift ideas from style and beauty editor Marianne Mychaskiw.
BROWNSTYLE MAGAZINE
Apr 27, 2026
Mother’s Day Gift Guide: Wellness Gifts She’ll Actually Use
NET INFLUENCER
Apr 16, 2026
The HGTV Star Who Fought for Every Credit She Has Is Now Building a Brand Nobody Can Take From Her
POSH LIFESTYLE AND BEAUTY BLOG
Apr 14, 2026
The Spring Renewal: Elevated Essentials for Mind, Body, and Glow
An incredible lineup of glow-inducing skincare, balancing supplements, and mindful lifestyle rituals. Whether you're looking to revitalize your complexion for spring or find deeper harmony within your body, these thoughtfully crafted finds have completely won me over.
POSH LIFESTYLE & BEAUTY BLOG
Apr 13, 2026
The Spring Renewal: Elevated Essentials for Mind, Body, and Glow
Welcome to the latest Beauty and Wellness Edit! This month, I’ve curated an incredible lineup of glow-inducing skincare, balancing supplements, and mindful lifestyle rituals. Whether you're looking to revitalize your complexion for spring or find deeper harmony within your body, these thoughtfully crafted finds have completely won me over.
POSH LIFESTYLE AND BEAUTY BLOG
Apr 13, 2026
The Spring Renewal: Elevated Essentials for Mind, Body, and Glow
I’ve curated an incredible lineup of glow-inducing skincare, balancing supplements, and mindful lifestyle rituals. Whether you're looking to revitalize your complexion for spring or find deeper harmony within your body, these thoughtfully crafted finds have completely won me over.
BEAUTY INDEPENDENT
Mar 19, 2026
What Labs Really Think Of The Lipstick Lesbians’ Leaked Labs
FAMADILLO
Feb 16, 2026
Winter Skin Survival: How to Keep Your Face and Hands from Revolting
VITA DAILY
Feb 13, 2026
From Blueprints To Bronzer: Alison Victoria Shares Her Secrets For A Greek Goddess Glow
THE ZOE REPORT
Dec 15, 2025
Holiday Survival Guide: Chic Finds To Prep, Host, And Recover
From pre-party prep to post-hosting recovery.
THE GOOD TRADE
Nov 18, 2025
The Best Black Friday Sales From Sustainable Brands — Updated Daily
If you’ve been waiting for a sale on your favorite sustainable item, we’ve rounded up the best Black Friday offers from brands we love.
WOMEN'S HEALTH
Oct 30, 2025
Is Chocolate The Secret To Glowing Skin? Experts Say, 'Yes.'
BUSTLE
Oct 10, 2025
The Ultimate Bedtime Routine: 8 Self-Care Products To Help You Unwind
If winding down at night feels more like a scramble than a ritual, the right products can help set a softer pace. Cozy bedding, restorative skincare, and grounding little luxuries can transform evenings into something soothing and intentional. Think of it as building a set of bedtime tools that make drifting off less about luck and more about creating the right mood.
LEARNING TO GLOW PODCAST
Oct 1, 2025
From the Inside Out, Fall Beauty Tips!
In this episode, I’m giving an update on some of the beauty and wellness products I’ve been trying this fall and sharing what’s really working for me.
OTHER
Oct 1, 2025
From the Inside Out: Fun Fall Beauty Tips for 2025!
In this solo episode of Learning to Glow, I’m circling back to one of my most downloaded shows from August—our deep dive into 2025 skincare trends (Listen to episode 135 HERE).
TRENDHUNTER
Sep 27, 2025
Volition Beauty Presents the Getaway Glow Sculpting Body Cream
THE HOOK REPORT
Sep 10, 2025
The Scalp Health Glow-Up: Why TikTok Can’t Stop Talking About It
YAHOO CREATORS
Sep 4, 2025
Fall self-care survival kit: 10 soothing finds to help you reset and recharge
TRENDHUNTER
Aug 27, 2025
Volition Beauty Boasts the Getaway Glow SPF 30 Radiant Sunscreen
CNN UNDERSCORED
Aug 13, 2025
50 Beauty Buys That Are Trending and Worth Every Penny
NYLON
Jul 31, 2025
The Best Summer Products To Cool Down, Glow Up, And Feel Good
Smart summer picks for glowing skin, hydrating sips, and effortless upgrades — made to keep up, not slow you down.
YAHOO CREATORS
Jul 20, 2025
I can't stop sweating - Here are 10 cooling products that will deliver instant relief.
SMARTER TRAVEL
Jul 7, 2025
The Ultimate Toiletry Kit Packing List
YAHOO CREATORS
Jun 26, 2025
The 10 best summer skincare products for glowing skin
These top picks will help your skin feel fresh, smooth, and soothed this summer
LUCIRE
Jun 11, 2025
Glow with the flow: our summer ’25 beauty guide
BEAUTY NEWS NYC OFFICIAL
May 4, 2025
Beauty News NYC social highlight: Glow from head to toe with Volition Beauty’s radiant must-haves:
TREND HUNTER
Apr 17, 2025
Volition Beauty's Blue Spirulina Body Oil Was Developed with Bramty Juliette
BRIT + CO
Jan 7, 2025
40 Wicked-Good Beauty Products to Achieve Glinda's Glow
Volition's Skincare Bootcamp Kit featured #1 of the 40 products recommended by Kirsten Chanel Webber for glowing skin
AUTHORITY MAGAZINE
Dec 17, 2024
Radiant Skin: Patricia Santos Of Volition Beauty On 5 Things Anyone Can Do to Have Healthy, Radiant, Flawless Skin
Athalia Monae interviews Volition Founder & CEO Patricia Santos
INSTYLE
Aug 11, 2024
A 5x Olympic Medalist Told Me the 9 Travel Essentials She Brought to the Paris Games
Volition Innovator Nastia Liukin discusses what she packed to take to Paris for the 2024 Olympics, including Volition's Celery Green Cream that she co-created with the brand.
GLOSSY
Dec 12, 2023
Beauty & Wellness Briefing: Volition Beauty establishes influencer brand accelerator
Emma Sandler takes a look at a new accelerator program from Volition Beauty, which is stepping into the venture funding spotlight as traditional VC firms pull back. On Tuesday, crowd-sourced beauty brand Volition Beauty expanded its business proposition through a newly established accelerator for content creators, just as traditional venture capital firms pull back on early-stage funding.
GLOSSY
Jul 23, 2023
My Body Care Routine: Former ‘DWTS’ pro Lindsay Arnold on the ritual that makes her feel the most pampered
Glossy sits down with Lindsay Arnold and discusses amongst other things her co-creation of Volition's Getaway Glow Body Moisturizer
PEOPLE.COM
Apr 12, 2023
Jana Kramer Launches Wine-Inspired Skincare with Volition Beauty: 'Magic Potion' (Exclusive)
Actress and singer Jana Kramer is speaking exclusively to PEOPLE about her new Volition Beauty serum and eye cream — and sharing her very relatable beauty routine.
COSMOPOLITAN
Apr 20, 2022
7 Best Blackhead Face Masks That *Actually* Work
Ruby Buddemeyer, one of Cosmo’s beauty editors, included Volition’s Detoxifying Silt Gelee Mask in a roundup of the best masks for getting rid of blackheads. See the full quote below: If blackhead face masks tend to leave your typically dry skin even dryer, you'll love this super-hydrating pick from Volition. Alongside blackhead-fighting ingredients like black slit, it's loaded with hydrators like jojoba oil and squalane to keep your moisture barrier in check.
WELL + GOOD
Oct 26, 2021
These ACV Peel Pads Give You Radiant Skin Overnight
Gina Vaynshteyn explains why Volition's ACV Resurfacing Peels Pads are so effective. They are a gentle chemical exfoliator that leaves skin brighter and smoother—overnight.
ESSENCE MAGAZINE
Jul 30, 2021
Dr. Jackie Walters On Volition's Latest Serum, Hormonal Acne And PCOM
One of television's favorite doctors chats with ESSENCE about how to keep our skin clear through life's changes and Dr. Jacqueline Walters mention he c-creating the Skin Rhythm Balancing & Clearing Serum with Volition Beauty.
WWD
Apr 21, 2021
Mushrooms Are Becoming a Beauty and Wellness Ingredient Darling
Volition's Snow Mushroom Water Serum is included in this article about many beauty formulas containing mushrooms.
FAST COMPANY
Dec 12, 2019
These beauty and skincare products are ‘Fast Company’ tested, and approved
Lauren Steele, one of the commerce writers for the Recommender column, includes Volition’s Celery Green Cream in a roundup of the best beauty and skincare products according to the women of their editorial team. The piece praises Celery's ability to make skin feel super soft and flake-free, and links back to Volition's site. See the full quote below: Volition Beauty is a cruelty-free and certified clean (that means no parabens, no sulfates, no scary stuff) skincare brand that makes products suggested by and voted on by customers. This moisturizing cream full of hyaluronic acid and celery seed extract was a collaboration with former Olympic gymnast Nastia Liukin and is a favorite of commerce writer Lauren Steele. “It keeps my skin ridiculously soft and free of those weird dry patches and flakes that sometimes make an appearance,” Steele says. “That’s an impressive feat to pull off in the dry and high mountain weather of Salt Lake City, where I’m based.” The article mentions that the editorial team looks for “products that are long-lasting and high-quality, and that offer simple solutions that we can depend on while writing, editing, photographing, designing, and producing our stories.”
REFINERY29
Nov 13, 2019
2019 Beauty Innovator Awards winners
There are four sections: makeup, skin, body and hair. Out of 21 skincare products, Volition's ACV Resurfacing Peel Pads are listed sixth along with Dr. Jart+ and ZitSticka in the best acne product category. It’s awesome to win alongside these well-known, buzzy and loved brands! A short blurb accompanies the product image, which links back to Sephora: Save the Bragg’s for your salad dressing and slip on one of these clarifying pads for brighter, clearer skin sans irritation.
ENTREPRENEUR
Oct 8, 2019
Get to Know the Female Entrepreneurs Who Are Reshaping the Business World
The list comprises 49 female founders, entrepreneurs and leaders who are blazing new trails in the world of business. Volition is among amazing company including, but not limited to, Audrey Gelman, CEO of The Wing; Payal Kadakia, founder of ClassPass; and Alli Webb, founder of Drybar. The full quote is as follows: When skin-care operations VP Brandy Hoffman (left) and VC Patricia Santos (right) first met, the self-described “plus-size lesbian” and “Filipino immigrant” (respectively) bonded over dim sum and dreams of disrupting the beauty industry. Neither could believe the high product-failure rates, stifled innovation, and lack (still!) of inclusivity. So in 2016, they founded Volition, a crowdsourcing platform that invites everyone to submit an idea for a beauty product. The company then works with a network of labs and chemists to see if a concept proves feasible; if it does and gets unanimous support from the community, Volition produces it. So far, they’ve gotten 4,000 idea submissions and brought 26 products to market that sell on Volition’s website and in Sephora, with 270 more in the pipeline. Most rewarding, they say, is discovering all these new women entrepreneurs, who can get a cut of their product’s revenue.
WIRECUTTER
Sep 18, 2019
What's your great beauty idea?
Courtney Rubin opens the article by telling the story of Deanna Pai and Mission Brows. This leads into quotes from Patricia Santos, sharing how Volition does not ignore ideas just because they’re not “million-dollar products.” The story then hits a number of key messages for Volition: including the growth of the community, the expert chemists devoted to taking these ideas from real people and creating safe and effective products, and how Volition is dedicated to embracing diversity and inclusion. The piece discusses a number of innovator stories and hero products, including Strawberry-C Serum and Celery Green Cream, shining a light on several all-star products. A few of our favorite quotes include: “If there is an audience for it, we will make it,” said Patricia Santos, a founder. This, Ms. Santos said, is contrary to her years of experience in the beauty industry, “where a lot of innovative products don’t get made because they’re not million-dollar products. The audience for brows is small, but the people who need it really need it.” But Volition, based in California, is the first to allow “innovators,” as the company calls them, to drive the idea development — and profit from it. “When people are talking about inclusion, they’re only talking about foundation shades,” Volition's founder said. “It’s 2019. That should be the bare minimum.”
Press Releases
Jun 11, 2025
Volition Beauty launches Getaway Glow Instant Bronzer Sculpting Cream
For a sun-kissed glow in seconds, co-created with Lindsay Arnold
Mar 4, 2025
Volition Beauty Reformulates Best-Selling Celery Green Cream with Peptides + Hyaluronic Acid
Co-created with Olympic Gold-Medalist Gymnast Nastia Liukin
Mar 1, 2025
Volition Beauty Releases New Getaway Glow SPF30 Radiant Sunscreen with Zinc Oxide + Vitamin E
For Ultimate UVA/UVB Sun Protection, Co-Created with Lindsay Arnold
Feb 1, 2025
New Volition Vegan Keratin Heat Protectant Hair Spray with UV Filters + Plant Proteins
Co-created with the Montoya Twinz
Jan 1, 2025
New Skin Rhythm Balancing & Clearing Cleanser with Niacinamide + Salicylic Acid
Co-created with OB-GYN Dr. Jacqueline Walters
Jan 1, 2025
Volition Beauty Releases New Blue Spirulina Body Oil with Niacinamide + Salicylic Acid
For Ultimate Skin Moisture, Co-Created with Bramty
Locations
Headquarters
5101 Santa Monica Blvd, Los Angeles, CA 90029, USA, Los Angeles
<p>Volition Beauty Headquarters</p>
Asset Library
Editorial-ready assets. All images cleared for press use with credit.