4U2 Cosmetics started in 1990 by Keith McCulloch who saw the market for affordable beauty cosmetics that catered to the needs of teens and young professionals.

The brand grew rapidly in the year 2002 with an exclusive arrangement with Watsons, making it available to all national Watsons chains. 4U2 Cosmetics is highly accepted by its young consumers who want quality, innovation, sense of fun and value for money. In 2008, 4U2 Cosmetics launched the DreamGirl Collection which aimed to address the demand for color cosmetics by teens at affordable prices but with international standards.

The fashion range GLITZ was launched in 2009, establishing itself as the product line for the Party Animal, those who want an outrageous touch. In the middle of 2010, another product line was started, ENVY, designed specifically for those young professionals, twenty and above who want daring and bold cosmetics. 4U2 Cosmetics lets you speak for yourself!