go as U.R

Vegan. Natural. Locally sourced. Conscious Minimalism. Power Performance Beauty. Effortless, Timeless Fashion. Empowering Women Worldwide.

go as u.r is the vegan conscious brand in beauty & fashion designed for an active lifestyle, made from sustainable and locally sourced materials.


We’re conscious cosmopolitans, curious explorers – always on the go. We embrace diversity and celebrate expression and freedom. We are citizens with fast-paced lifestyles who believe that positive inspiration and disturbance to the current mass consumption model is required to best support the future generations. We support the non-established, non-linear, and unconventional practices. We are based in our urban Antwerp space and create a new future of beauty and fashion design. We are green rebellions that actively question the normal routines and standards. We aim to inspire for a more conscious normal (minimalism). We want to inspire to create and curate own simplified routines without compromising on efficiency and aesthetics. We are honest (but bold). We are independent. We are free. We believe in the freedom of everyone. We support women empowerment worldwide. We go as we are. You go as you are. Confident and bold. And always on the go. go as u.r is our common state of mind.

no-nonsense x effective beauty

We adopt a short no-nonsense, but complete skincare routine with science-led skincare essentials.

We focus on instant performance thanks to the high concentration of natural active ingredients.

We offer a new approach to make-up by blending plant-based waxes, certified oils & vitamins into vegan, natural formulas with high-impact shades.

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