The brand describes its origins as a bespoke “couture” beauty line created to provide made-to-measure cosmetics.[1]

The history of By Terry is intrinsically linked to its founder. Terry de Gunzburg comes from a family of scientists and initially studied medicine before transitioning to the creative arts. She trained at the prestigious Carita beauty school in Paris and subsequently established herself as a professional makeup artist in fashion and editorial photography. Her career included collaborations with renowned photographers such as Helmut Newton and Guy Bourdin.[1]

De Gunzburg’s signature aesthetic emphasised extremely natural-looking foundation, a perfected complexion over heavy coverage, defined lips, separated lashes, and luminous skin. This approach later became the foundational DNA of By Terry.

A pivotal chapter in de Gunzburg’s career was her tenure at Yves Saint Laurent Beauté, where she served as International Makeup Designer for approximately 15 years.[1] During this period, she developed numerous products and concepts, most notably the idea behind Touche Éclat, the iconic complexion-brightening pen launched in 1992. Unlike traditional concealers that rely on opaque pigment to cover imperfections, Touche Éclat utilised light-reflecting technology to brighten the complexion. This principle of using light to perfect the face became a defining tenet of her later independent brand. Vogue has described de Gunzburg as the Parisian makeup artist behind By Terry and the creator associated with Touche Éclat.[2]

By Terry was established in 1998 following de Gunzburg’s extensive career in professional beauty.[1] The original concept envisioned a “couture” beauty service offering luxurious, highly specialised products tailored to the individual, akin to bespoke fashion. The first flagship store opened in Galerie Véro-Dodat in Paris.[1] While the brand eventually expanded beyond its initial bespoke model to reach a wider market, its roots in professional artistry and Parisian luxury continue to distinguish it from conventional mass-market cosmetics companies.

The name By Terry signifies beauty created by Terry de Gunzburg, who remains the creative and technical identity behind the brand. Her personal philosophy centres on perfecting the appearance of the skin while retaining the look of real skin. Consequently, the brand prioritises radiance, skin-like textures, light-reflecting effects, hydration, comfortable formulas, sophisticated colour, and professional application techniques.[1]

By Terry explicitly positions its makeup as “skincare-first”, with face products incorporating skincare-grade actives.[1] This approach connects an intellectual lineage spanning de Gunzburg’s early career as a makeup artist, her work at YSL Beauté, the creation of Touche Éclat, and the eventual establishment of By Terry as a radiance-focused luxury house.

Baume de Rose

Baume de Rose is arguably the brand’s most iconic product. Launched in 2004, it originated from a laboratory error in which twice the intended amount of rose butter was added to a lip balm formula. Recognising its potential, de Gunzburg retained the formulation, and it became the brand’s best-selling item.[1] The product exemplifies the brand’s luxury positioning by combining lip care, fragrance, sophisticated packaging, and a treatment-like experience. It established By Terry as a luxury beauty house rather than solely a professional makeup brand, and the range has since expanded to include additional lip products and treatments.[1]

Hyaluronic era

The development of the Hyaluronic range marked another significant evolution. The introduction of Hyaluronic Hydra-Powder presented a setting powder designed to mattify and perfect the complexion without appearing dry or flat. This innovation laid the groundwork for a broader collection that eventually became the brand’s most popular product family.[1] In 2021, the concept was further expanded with the Hyaluronic Global Face Cream, formulated with eight forms of hyaluronic acid.[1] This progression illustrates the brand’s shift from luxury professional makeup to an integrated philosophy where skincare and cosmetics are increasingly unified.

By Terry currently operates across several major categories.

Face

The face category is central to the modern brand and includes foundation, CC products, skin tints, concealers, primers, setting powders, setting sprays, bronzer, blush, highlighter, and complexion brushes. The company states that these products incorporate the same hyaluronic acid and skincare-active philosophy found in its dedicated skincare line.[1]

Eyes

The eye range comprises mascara, eyeshadow, eyeliner, brow products, and curated collections. A notable product is Ombre Blackstar, a cream eyeshadow that functions simultaneously as an eyeshadow, eyeliner, and illuminator.[1]

Lips

Lips remain a particularly strong category for By Terry, featuring lipsticks, lip liners, lip balms, lip oils, glosses, and Baume de Rose products.[1]

Skincare

The skincare business addresses hydration, dullness, dark circles, puffiness, fine lines, and general nourishment through moisturisers, serums, eye care, cleansers, toners, and facial mists.[1]

Brushes and tools

Reflecting de Gunzburg’s emphasis on professional application, the brand offers the Tool-Expert brush collection.[1]

• Baume de Rose: The legendary rose-infused lip balm that established the brand’s luxury credentials.
• Hyaluronic Hydra-Powder: A translucent setting powder combining matifying properties with hydration, serving as the cornerstone of the Hyaluronic family.[1]
• Brightening CC Serum: A complexion product focused on colour correction and radiance rather than heavy coverage.
• Ombre Blackstar: A multi-functional cream eyeshadow providing shadow, liner, and illumination in one product.[1]
• Hyaluronic Serum Concealer: A hybrid product combining coverage with skincare ingredients like hyaluronic acid.[1]
• Hyaluronic Serum Skin Tint: A lightweight, breathable complexion product emphasising hydration and skin quality.[1]

The By Terry aesthetic is distinctly French luxury but diverges from stereotypical dramatic Parisian makeup. Instead, it focuses on a “your skin, but exceptionally perfected” look characterised by glowing skin, soft-focus texture, subtle correction, creamy formulations, and minimal visible makeup.[1] This style is directly connected to de Gunzburg’s professional background and her original signature of imperceptible foundation and defined features.

In the beauty market, By Terry occupies a niche between mainstream makeup brands and traditional fashion-house beauty lines. Its identity is best understood as a synthesis of professional makeup artistry, French luxury, and skincare science. Unlike brands built primarily on bold colour or celebrity glamour, By Terry’s differentiation lies in its founder’s expertise, heritage at YSL, and obsession with light and complexion perfection.

Comparison with other luxury beauty brands

By Terry’s specific strength lies in luxurious, perfected, and luminous complexion makeup.

By Terry holds particular significance due to Terry de Gunzburg’s influence on modern complexion makeup. Her career bridges several eras: professional fashion makeup in the 1980s–1990s, the rise of light-reflecting products at YSL in the 1990s, the founding of By Terry in 1998, the cult success of Baume de Rose in the 2000s, and the integration of skincare technology in the 2010s and 2020s. As of 2026, the brand operates as a broad luxury beauty house spanning complexion, colour cosmetics, skincare, and professional tools.[1]

The brand’s reputation stems largely from professional credibility and word-of-mouth rather than mass-market advertising. Vogue described it in 2011 as a phenomenon among beauty insiders and fashion editors, reflecting de Gunzburg’s standing within the professional community.[2] Products gained cult status because they solved specific professional problems and offered a distinctive luxury identity.

Strengths

• Founder credibility: Direct lineage to a makeup artist with decades of high-level professional experience.
• Product heritage: Recognisable hero products such as Baume de Rose and Hyaluronic Hydra-Powder.
• Complexion expertise: Strong association with radiance, correction, and skin perfection.
• Luxury positioning: Premium image supported by packaging, textures, and formulation.
• Skincare integration: Modern Hyaluronic strategy ensures relevance in contemporary beauty.

Challenges

• High price point: Luxury positioning results in prices significantly above mainstream alternatives.
• Niche awareness: Less universally recognised outside beauty enthusiast circles compared to major houses like Dior or Chanel.
• Founder dependence: Brand identity is unusually tied to a single individual.
• Complex positioning: Spanning makeup, skincare, luxury, and professional artistry can make the brand less immediately definable to new consumers.

As of 2026, By Terry presents itself as a skincare-first luxury makeup brand.[1] Its contemporary portfolio prominently features Hyaluronic Serum Skin Tint, Hyaluronic Serum Concealer, Hyaluronic Hydra-Powder, Brightening CC products, Baume de Rose, Tea to Tan products, Matcha Mist Elixir, and professional Tool-Expert brushes.[1] The brand has evolved considerably from its original identity as a luxury makeup artist label to encompass a broader philosophy summarised as luxury makeup that cares for the skin.

1. About – BY TERRY
2. By Terry Takes _Vogue_ | Vogue