First Beauty Brand, Tilt Beauty, Earns Ease of Use Certification

By Marlena Reed | Feb. 7, 2025

For people with joint stiffness and pain from arthritis or other chronic diseases, some makeup is impossible to use due to the design of the product or its packaging. The creators of makeup brand Tilt Beauty are dedicated to changing that for beauty enthusiasts with mobility limitations — and for anyone seeking more accessible makeup products.

As the first beauty brand to earn an Arthritis Foundation Ease of Use Certification, Tilt Beauty’s products and packaging have been tested and approved as easy to use for individuals with arthritis and chronic pain, making them easier to use for everyone.

To achieve certification, each product and package is independently tested with standard lab and human factor protocols. Upon receiving a favorable review, the brand can license the Ease of Use Certified® seal, which serves as a valuable way to differentiate it in both retail and e-commerce environments.

Entrepreneur and college student Aerin Glazer knows firsthand the impact of seemingly “small” inconveniences, like being unable to properly apply mascara due to any of the nearly 100 types of arthritis.

“Growing up with mobility challenges from psoriatic arthritis, I struggled with beauty products that felt impossible to use. That frustration sparked the idea for Tilt Beauty and my passion for accessible products,” says Aerin.

Securing Ease of Use certification before the public launch of Tilt Beauty’s first two products — a refillable lip tint and refillable mascara — was an important component of her overarching business strategy.

“Design has the potential to include or exclude,” says Deborah Gokie, vice president of Consumer Health and Ease of Use at the Arthritis Foundation. “Tilt Beauty’s commitment to bringing an inclusive beauty line to market is significant not only for people with arthritis and chronic pain but also for consumers who prefer easier-to-use products.”

The Arthritis Foundation is committed to fighting for a cure for America’s #1 cause of disability. Until a cure is found, the Foundation aims to empower those with arthritis and remove barriers that limit their quality of life. Supporting programs that simplify life for people living with arthritis remains a top priority.