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about belgian label go as ur

on-the-go label

go as u.r is thé one-stop vegan conscious concept in beauty & fashion designed for an urban lifestyle on the go. Offering a short, effective on-the-go beauty routine and seasonless on-the-go wardrobe, go as u.r is an honest but bold expression of what a conscious core can be. Designed & created in Antwerp and made in Europe, go as u.r represents no-nonsense urban minimalism – vegan skincare composed with a power concentration of effective natural ingredients, high-statement make-up blending plant-based waxes, oils & vitamins and effortless, timeless fashion built from sustainable and innovative fibres.

on-the-go explorers

We go as we are. Confident and bold. And always on the go. We are conscious cosmopolitans and curious explorers with a strong personality. go as u.r is our state of mind. It is the desire to be free, explore and express ourselves.

effortless x timeless fashion

We create simple yet powerful shapes and silhouettes that enhance the feeling of being free.

We use high-performance, low-impact innovative materials.

We explore the power of colours to boost our performance and positively affect our mood.

no-nonsense x effective beauty

We adopt a short no-nonsense, but complete skincare routine with science-led skincare essentials.

We focus on instant performance thanks to the high concentration of natural active ingredients.

We offer a new approach to make-up by blending plant-based waxes, certified oils & vitamins into vegan, natural formulas with high-impact shades.