about belgian label go as ur
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.
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.