History

Grapes are both delicious on their own and in the nectar of the gods (aka wine), but Lydia Mondavi knew the fruit’s benefits extended even beyond. Married to Robert Mondavi of Mondavi wine fame, she blended more than a decade of experience in the beauty and spa business with her family’s staple product—Napa Valley grapes—to create a cosmetics and skincare brand based on the skin-regenerating benefits of grape-seed oil. Today, 29’s repertoire ranges from cleansers and creams to eye shadow and concealer, and each product contains the brand’s signature Grape Seed Age Protecting™ formula.

Philosophy

Mondavi built her brand on the values of utility and practicality: Makeup and skincare should make you feel confident and refined, and also be good for you. That’s why every 29 product is packed with oodles of skin-perfecting components that take effect beneath skin’s surface.

Birchbox Extra

29 is named after the famed California highway that runs through Napa Valley—Route 29.