Persona Cosmetics was founded by Sona Gasparian, an immigrant from Armenia who fell in love with beauty from watching her mom work as a hairstylist. As a makeup artist, Sona developed the Identity Palette with each shade curated to make brown eyes pop. Alongside her husband Kasra, they co-founded Persona Cosmetics in 2016 and continue to develop purposeful makeup products that make their community feel good.