We serve to represent and champion a diverse set of customers. In an industry where beauty norms have only just begun to be challenged, we've been breaking down these rules and standing for inclusivity since day one.
Our brand was concepted in 2013 around our founders' kitchen table. Joining forces with fellow entrepreneurs and beauty manufacturers enabled the brand to grow quickly. The first retailer had our products on sale 6 months later. The goal was to develop quality makeup which is accessible to everyone.
Customers’ feedback, desires and trends drive our product innovation, resulting in cosmetics and skincare that suits a wealth of people, not just a select few. Our products are always PETA-certified cruelty free, never tested on animals and are 76% vegan, and growing.Statement from the Founder:
“Five years ago our brand was created out of a vision for a better beauty company, a ‘new normal’. A business that values its consumers and creates incredible products directly from their feedback. We have now grown to become a global brand that still stands for the same values – inclusivity, diversity, disrupting outdated beauty perceptions. We believe everyone should have access to quality make up if they want to, and that every definition of beauty deserves to be celebrated.”
Heading
Subheading text
Heading
Subheading text
Heading
Subheading text