Approximately 48% of individuals in the US report experiencing a long-term medical condition, with 21% facing mobility challenges that can make daily tasks, such as applying makeup or opening product packaging, more difficult, according to consumer insights platform GWI. Despite this significant demographic, only 4% of beauty and personal care brands have developed products catering to physical disabilities, as reported by Vogue Business.
Recognizing this disparity, Tilt Beauty, founded by 21-year-old entrepreneur Aerin Glazer, has launched to make cosmetics more accessible, functional, and inclusive. Rooted in her personal experience with psoriatic arthritis, the Glazer’s brand has launched with two products, Lashscape Mascara and Grip Stick Hydrating Lip Treatment, designed to accommodate individuals with chronic pain, vision impairments, and sensitive skin.
Designing for accessibility
Glazer’s journey began with a personal challenge.
“The moment I realized the gap in the beauty industry was when I struggled to use a product I loved due to its design,” Glazer shared. “With my arthritis, even daily makeup routines became frustrating, and I often had to modify my own products.”
Recognizing that countless others are also facing similar challenges “fueled my mission to create Tilt Beauty,” she said, “a brand designed to make beauty accessible, functional, and enjoyable for everyone, without sacrificing quality or aesthetics.”
Central to Tilt Beauty’s approach is its commitment to accessibility, and the brand has incorporated ergonomic packaging, braille on product cartons, and the Atkinson Hyperlegible font to enhance readability.
“Ensuring that Tilt Beauty truly met the needs of those with disabilities was a meticulous and research-driven process,” she explained. “Having volunteered at the Braille Institute, I wanted to ensure that our products were inclusive for individuals with vision loss.”
The brand also underwent rigorous focus group testing to refine its ergonomic packaging. “We have rigorously tested our ergonomic packaging through multiple design iterations to make sure it was easy to hold and use for those with arthritis, chronic pain, or unsteady hands,” she noted.
Additionally, according to the company’s press announcement, each Tilt Beauty formula has received the National Psoriasis Foundation Seal of Recognition.
Earning industry recognition
Tilt Beauty’s dedication to accessibility achieved a significant milestone as the first beauty brand to receive the Arthritis Foundation’s Ease of Use certification, which “was a long and rewarding journey that took five years,” said Glazer. “In the beginning, I cold-called industrial designers, facing uncertainty about whether this could be done.”
However, she was undeterred by initial roadblocks: “I was dedicated to developing a truly innovative design.”
This certification underscores the brand’s commitment to users with chronic pain.
“We tested different component shapes, materials, and textures to make them softer and easier to grip,” she explained. “Receiving this certification is incredibly meaningful—it validates our commitment to making beauty inclusive and ensures that individuals with arthritis and chronic pain can use Tilt Beauty products confidently.”
Clean beauty meets inclusive innovation
Clean beauty and inclusivity remain core pillars of Tilt Beauty’s product development.
As confirmed in the company’s press announcement, all of its products are clean, vegan, and cruelty-free, and the brand’s proprietary Tilt Calm Complex blends soothing ingredients that cater to sensitive skin while maintaining high-performance results.
“Our goal was to create makeup that looks beautiful and feels comfortable and safe for everyone to use,” Glazer added.
Lessons in entrepreneurship and next steps
Reflecting on her entrepreneurial journey, Glazer highlighted the importance of persistence.
“One of the key lessons I’ve learned in building Tilt Beauty as a 21-year-old student entrepreneur is the value of persistence and patience,” she said. “I’ve encountered several challenges, including trying to pitch to industrial designers and experiencing multiple rejections, but I’ve remained committed to my vision.”
With the recent launch of the Lashscape Mascara and Grip Stick Hydrating Lip Treatment, Tilt Beauty is already planning future innovations.
“We are working on some really exciting innovations for Summer 2025! I can’t share much just yet, but I’m excited to continue addressing the needs of our underserved customers,” Glazer teased.
