Table of Contents

• The Problem: Makeup that punishes your skin
• The Solution: Build it from the ground up
• So we formulated it with skin-first, acne-friendly ingredients like:
• The Impact: From one small idea to thousands of glowing faces

If you’ve ever stood in front of the mirror and wondered, why does my makeup keep making my skin worse?, you’re not alone.

For so many of us, struggling with breakouts doesn’t end when our teenage years do. Hormonal acne, sensitive skin, and unpredictable flare-ups show up right when we’re trying to feel polished, confident, and put together. And yet, the more we try to cover it, the worse it often gets.

I know this because that was my exact experience.

About 14 years ago, I was deep in the middle of it.

I’d just had a baby, was living back at my parents’ house, and was feeling completely overwhelmed.

And then, just to make things extra fun, my skin broke out in full-force hormonal acne.

Nothing worked. Every foundation I tried either clogged my pores, irritated my skin, or made me feel like I was wearing a mask. It felt like I was constantly choosing between feeling confident or keeping my skin calm and most days, I had neither.

That’s where the idea for Be Coyote was born.

The Problem: Makeup that punishes your skin

So many makeup products on the market are packed with heavy fillers, synthetic preservatives, or ingredients that sit in your pores and aggravate inflammation. If you’ve ever worn foundation and ended up with more breakouts the next day, you know exactly what I mean.

Even the “acne-safe” options felt like a compromise. They were often drying, chalky, or made my skin look dull and flat. Nothing seemed made for skin that was both sensitive and struggling.

I kept thinking: There has to be something better than this.

The Solution: Build it from the ground up

With no big investors or beauty labs, I started small. I worked alongside a trusted Australian manufacturer to create what would become our very first product, and still our most-loved today: the Loose Mineral Foundation.

I didn’t want it to just look good on the skin. It had to actively support it. Especially skin that’s acne-prone, reactive, or mature.

So we formulated it with skin-first, acne-friendly ingredients like:

• ✅ Zinc Oxide
  Soothing & anti-inflammatory — helps calm irritated skin and reduce redness from breakouts. Also offers natural sun protection, which is a bonus for healing skin.
• ✅ Kaolin Clay
  Oil-absorbing & detoxifying — ideal for keeping shine and breakouts under control.
• ✅ Rice Powder
  Oil control & smoothing — absorbs excess sebum while giving skin a smooth, matte finish. Non-comedogenic and gentle for sensitive skin types.
• ✅ Titanium Dioxide
  Non-irritating SPF & barrier — helps protect the skin and soothe inflammation. Lightweight and safe for sensitive, acne-prone skin.
• ✅ Boron Nitride
  Silky feel & oil balancing — blurs pores and fine lines while helping makeup stay put on oily or acne-prone skin.

The Impact: From one small idea to thousands of glowing faces

When I launched Be Coyote, we had no budget, no flashy marketing, and no warehouse. Every dollar from a sale went back into buying more stock. I packed orders from my kitchen table, posted my skin journey on Facebook, and hoped someone out there might relate.

And to my surprise, they did.

“This is the only foundation I’ve ever worn that doesn’t make my skin freak out.”
“I’ve had adult acne for years and this is the first time I feel confident putting on makeup.”
“It gives me coverage and calm.”

That’s the heart of Be Coyote.

We’re not here to sell perfect skin or tell you to cover up.

We’re here to support you with makeup that’s gentle, effective, and kind wherever you’re at in your skin journey.

If you’re breaking out and still want to wear makeup...
You shouldn’t have to choose between coverage and skin health.
You shouldn’t have to settle for pore-clogging formulas that undo all your skincare efforts.

Our Loose Mineral Foundation was made for this. For acne-prone, sensitive, or simply overwhelmed skin. And even now, with my skin more balanced, it’s still the only foundation I reach for.

Whether you’ve been with us from the start or are just discovering Be Coyote today… welcome. This was built for you.

With love,
Ellana xx