Su Beauty (pronounced “Sue” Beauty) is committed to encouraging women worldwide to take control of their beauty routines. After several years of dabbling in the beauty industry, founder Soraya blended her passions of marketing and beauty to make her own dream a reality. With a focus on delivering uncomplicated products for women of all different journeys, we’ve curated intentional products for your skin and hair with you in mind.

Su Beauty aims to cultivate a remarkable blend of convenience and sustainability while offering you the advantage of choices for both what is beneficial and useful to you for your path in beauty. With our collection of hair care, we make transformations simple and believe they should always be. Create more self-love within your daily beauty regimen and allow Su Beauty to provide you with revolutionary products that give you the level-up you’ve been seeking. With us, there is beauty without limits. We bridge together all that nature has to offer with highly effective and easy-to-use products formulated to bring the best results.


Soraya Herbert 

Soraya Herbert CEO of Su Beauty

I love the way beauty can elevate your mood. It has its own personality, and with the right products, great things can happen. My mother often made the connection between a woman and her routine. When most people have a bad hair day, it can certainly throw you off and bring your confidence down a bit. Growing up, I didn't always know the best ways to take care of my hair. I tried following other women's paths and find where I fit in the hair world. There was something so fascinating to me about beauty. I soon learned that women are able to create beauty on their own terms and not what is deemed as standard. 

I have always dreamed of creating my own beauty brand, every product we sell is a reflection of my passion. I aim to inspire, if you put in the work that you can achieve anything ( Hard work + Dedication = Results). Your dedication and passion is what powers you to make your wildest dreams happen, life is limitless when you live everyday to its fullest!

With that being said, a percentage of all Su Beauty sales goes back into the community to nonprofits that support abused and neglected children.

Learn more about the nonprofits we support: 

CASA of Central Texas 

SJRC Texas

Covenant House Texas

Crisis Center of Comal County

Soraya Herbert Signature Su Beauty