By Terry was founded in 1998 by Terry de Gunzburg, who has decades of experience in the beauty industry. Notable products from the brand include the Baume de Rose and foundations. In 2012 By Terry introduced the Haute Parfum collection working in collaboration with Michel Almairac. In 2015, By Terry launched the Expert range—each and every product a multi-tasking, dual action makeup staple combining both the formula and the tool for its application. In September 2017 the Expert range was expanded to offer even more convenience for women on the go.