About our CEO/Founder

Jay White Cosmetics was founded by Jelena White in 2015 and launched in 2020. Jelena is a cosmetologist and college grad with a degree in Business Administration, Marketing and a MBA in Business Management & Leadership. Jelena always had a dream to launch a cosmetics company that was SUPER inclusive, creative and FOR EVERYONE.

Jelena has worked hard to create a full range of products that are for everyone and NEVER tested on animals. Jelena has always been makeup obsessed and will always show the obsession with every single launch! Jelena works closely with our labs to create numerous color cosmetics and is always working on new products to expand the brand. Follow us and Jelena on social media to stay up-to-date with every single launch and announcement! Trust us, you don't want to miss out!