about cxo

Our Mission

We exist because makeup needed a makeover. At CRUSHXO, we believe makeup is a powerful tool. It not only has the power to make us look and feel more beautiful, it can also empower us to be brave, bold, and beat the odds.

So we’ve taken beauty and fueled it with purpose. We give 5% of net sales to charity.

We inspire real women to get involved with causes that matter to them. We track their contributions in real time so they can see their impact. We have the power to unite women with a sense of belonging and service. And we’re not afraid to use it.

Our products are infused with gemstones like Rose Quartz, Sapphire, Jade, Amethyst, and Tourmaline — with unique properties that promote positive energy, so you can radiate on a whole new level.

This year, our makeup, our mission, and the women united by it have the power to CRUSH fear, cancer, insecurity and gendercide from a place of pure love.

Be the Beauty be the change


Dominique Samuel

Beauty Director, CRUSHXO

Dominique Samuel is an award-winning makeup artist whose work has graced the pages of Elle, Glamour, Harper’s Bazaar, Marie Claire, Sport's Illustrated, Vanity Fair, Vogue and Vogue Italia. This Beauty Warrior goes beyond just makeup as he is known for bringing out his client’s natural beauty and authentic self.

After assisting renowned makeup artists including, Pat McGrath, Charlotte Tilbury, Francois Nars, James Kaliardos and many more, the Dutch-born New Yorker started creating his signature natural look for a wide variety of clients. In addition to getting the likes of Yolanda Hadid, Carole Radziwill, Brooke Burke, Sara Sampaio, Romee Strijd, Chrissy Teigen, Gigi Hadid and Mariah Carey (to name but a few) red-carpet or camera ready, he frequently works as a creative director and as a consultant advising companies on beauty trends to come.

This is why celebrities want to get their makeup done by Dominique, why designers want him backstage at their fashion shows, and why cosmetics brands ask him to use their products. His attitude is relentlessly upbeat, his love for his craft is palpable and his enthusiasm infectious.  And, he’s a social media maven too, building concepts and brand strategy development is one of Dominique’s strong attributes.

Dominique joined the CRUSHXO team as the brand's Beauty Director.  He is responsible for all the brand’s editorial looks and has been an integral part of the team and created many products for the beauty brand.

Our Makeup

CRUSHXO makeup is infused with crushed gemstones, known for their empowering and healing properties. We’ve chosen stones like rose quartz, amethyst, pearl, jade and tourmaline that not only make you look more beautiful, but help you vibrate with more bravery, power and love.

Our Ambassadors

Our ambassadors embody the attitude and influence that can rally girls around the world to take action. Through social platforms, they lead a tribe of women that inspire change all around the globe.


Ambassador for #CRUSHCancerXO

Gigi Gorgeous, world renowned digital influencer and LGBTQ advocate, joined the cause to help raise awareness after losing her mother as a teenager to breast cancer. Passionate about creating inspiring content for her viewers, Gigi gained international recognition for her critically acclaimed documentary “This is Everything: Gigi Gorgeous” and since then has been recognized by Forbes and Time Magazine as being one of the most influential people in entertainment for her beloved lifestyle vlogs and advocacy work in the transgender community. Every action Gigi takes as an Ambassador of CRUSHXO is in honor of her mother.


Ambassador for #CRUSHGendercideXO

Nidhi Sunil, is more than a stunning international fashion model. She’s been in Vogue, but what she knows best, is what it’s like to be a female in India. She’s been to law school and is just as thrilled by environmental law as she is by improving the way Indian culture treats women and girls.


Ambassador for #CRUSHfearXO

Montana Tucker sings and dances. She does both for herself, and to inspire others, bravely. From the Super Bowl in 2007 to her single on the Step Up 2 soundtrack, she sings as an all around entertainer and a female pioneer. Montana is fearless, embodying the influence that is ripe for CRUSHXO and women everywhere.


Ambassador for #CRUSHInsecurityXO

Audreyana Michelle is a an African American and Native American model. Her genuine passion for community, at age 19, spreads confidence in girls worldwide. From Topshop to Yeezy, her impact and authenticity— along with her career— endear her to women all across the world.

Our Causes


Self-checks diagnose 40% of breast cancer. That’s why we partner with Keep A Breast, supporting the Check Yourself App that educates women on proper breast checks. Our next goal is to raise $20,000 to improve the app and awareness so every lady, everywhere, can benefit.


Over 50 million women and girls are missing from India’s population today. We partner with Invisible Girl Project in raising $20,000 to fund the salaries of female social workers dedicated to rescuing discarded girls, feeding and educating them.


100% of girls are held back by fear in some way. CRUSHXO is partnering with Today, I'm Brave to crush fear. We are raising $20,000 to host a Brave Summit in Los Angeles where girls can learn a new way to succeed.


We partner with Just Like My Child to crush insecurity. Our goal is to raise $20,000 to enroll 200 girls in The Girl Power Project, a two­ year program that keeps girls in school, teaches them reproductive health, entrepreneurship, and self-defense.