About

Why Puzzle EXISTS

TRADITIONAL MAKEUP WASN'T MADE FOR EVOLVING SKIN, SO WE MADE OUR OWN.

After over a decade working closely with real women as a makeup professional, esthetician, and salon owner, our founder, Avital, saw a gap: most products were too complicated, too trendy, or simply didn't work for textured, maturing, or hormonal skin.

SHE BEGAN HER CAREER AT ONE OF THE TOP SPAS IN THE U.S.

Then opened her own salon, where years of real-time client feedback helped her understand exactly what women were missing.

Puzzle was created
to change that...

With clean, customizable formulas, multi-use products, and simple applications that enhance your features without the fuss.

This isn't about covering up or chasing youth. It's about finding makeup that fits your skin, your life, and your standards.

Meet Our Founder

AVITAL ELGAZIEL

Avital has spent over 20 years behind the scenes-and behind the brush.
She's worked with thousands of women and just as many skin types.

Through it all, one thing became clear: most beauty brands weren't built for skin that changes.

SO SHE BUILT ONE THAT WAS.

Every product in the Puzzle collection is developed and tested by Avital herself, with the goal of making makeup less frustrating and more supportive for women who've been overlooked by the mainstream.

THIS ISN'T JUST HER BRAND. IT'S HER LIFE'S WORK.

“I’ve worked with skin in every phase of life—young, aging, hormonal, reactive, everything. My job is to help you feel good in it, without telling you to change it. That’s what Puzzle is for.”

Want Personalized
SUPPORT?

BOOK A 1:1 CONSULTATION WITH AVITAL

Schedule a virtual consultation for expert guidance and a routine specially tailored to your unique needs.

Learn More

Our APPROACH

We believe that makeup should feel intuitive, not intimidating.

That means:

→ No one-size-fits-all kits
→ No confusing shade ranges
→ No 10-step routines

And definitely no filters required.

Puzzle is clean, vegan, made in the U.S., and developed by a founder who actually uses it every day. Whether you're 34 or 64, these products were created for you.

Who
IT'S FOR

Puzzle was created to help women feel seen, supported, and beautiful, just as they are. With a few subtle (but powerful) enhancements.

It's for those navigating:

→ Product fatigue or confusion
→ Fine lines, texture, or hormonal skin
→ A desire to simplify yet still feel put together
→ Frustration with makeup that no longer works for their skin
→ The shift from too much coverage and heavy, cake-y formulas to enhancing what's already there

Whether you wear a full face every day or barely swipe anything on, Puzzle fits your rhythm, not the other way around.

OUR MISSION

To simplify beauty with clean, customizable, multi-use products that support evolving skin, celebrate confidence at every age, and remind you that you’re already enough, right here and now.

Our
CORE VALUES

EMPOWERMENT

Our goal is to help women feel comfortable and confident in their own skin, with products that support how they want to show up, not how anyone else thinks they should.

TRANSPARENCY

From ingredients to application tips, you'll always know what you're using and how to make it work for you. That means clean, high-quality formulas, straightforward guidance, and zero fluff.

INCLUSIVITY

Puzzle products are formulated for real women across ages, skin tones, textures, and lifestyles. We aim to offer makeup that feels accessible & adaptable.

SIMPLICITY

No 10-step routines. No filter required.
Just intuitive, flexible, buildable products made to enhance what's already there. Because when makeup fits, confidence follows.