Hi! Welcome to the new and improved BASE BUTTER.

"Four years ago, I’d just graduated college, started working in tech at IBM, but was forever indulging in fashion and make-up. I knew I wanted to work in beauty but didn’t know how. The next year, I found myself opening our virtual doors. Since then I’ve been inviting you and anyone else whose down for the ride on my journey -- passion project, business, movement -- called BASE BUTTER

Today I invite you to learn about us, again! About our foundational products. About our purpose-driven ingredients. About our mission to create simple, honest products, that work—and our vision to empower women to become better informed, smart consumers."

- She'Neil Johnson, Founder + CEO

The Foundation

A skincare line born through the grown consciousness, intellect and demand for representation from consumers.


To inspire a generational movement that empowers women to reclaim control and redefine the idea of beauty.


To reshape the beauty experience, by empowering women to become better informed, smart consumers.


To create simple, honest products, that work — with real skin struggles and real life in mind.


We do this by using only what’s absolutely necessary while giving you the information you need to make the most informed decision.



We believe...

in empowerment.

All women deserve to have the knowledge and tools necessary to feel comfortable and confident in their skin.

in moving with integrity.

that’s why we prioritize being transparent at all costs.

in smart shopping.

If you’re anything like us, you think everything’s worth a Google so we try to provide all information you may need upfront.  

in rituals.

...and by rituals, we mean proper systems that make skincare (and your life) easy.

in doing what makes sense.

we only create products meant to make your skin thrive.

in collaboration.

we’re nothing without our customers so we crave frequent feedback, it’s our personal form of magic.

in improvement.

as we grow, we learn, we change, we evolve. We’re not afraid to change our minds.

in the prioritization of self.

Don’t get it twisted, we’re not another “self-care” brand but we do believe in making room, space, and time for yourself.




Base Butter is real, just like me. I'm a real woman with real hopes, struggles, accomplishments, and real shit to do. I have to sort and sift through so much as a Black person, as a woman, as a millennial. Base Butter offers me one less thing to sift through.




I am more impressed with the consistent branding and outreach Base Butter has had in the community especially amongst women of color. From their thoughtful blog posts to twitter chats, they have managed to create a space for conversation in multiple industries for the amazing women across the world. That's super empowering and inspiring for a budding entrepreneur like myself.

-Chelsea S.



BASE BUTTER is dedicated to giving women of color confidence through educating them on the benefits of their products and ingredients. This brand does not deceive me into thinking that I need it, but rather encourages me to love my natural beauty, which takes the form of nurturing that beauty with the right ingredients.