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About Us

Bring in the best of you with a superb collection of makeup that empowers you and enhances you in every aspect.

Beauty is Power

Beauty is for everyone, regardless of gender identity, age, race, or physical type. We think that beauty belongs to everyone. We want to believe that the more diverse our definition of beauty is, the more inclusive our world will be and the more powerful we feel in our bodies and lives. Of all, putting on lip gloss isn’t going to change the world—but it could improve your perspective of yourself enough to allow you to. And we’re all for making the world a better place. So, go ahead and feel lovely. We admire your individuality! We think everyone is attractive, valuable, and deserving of respect, supporting social and racial justice efforts. People of various races, sexual orientations and identities, and cultural origins may find assertive and empathetic care from us.

A note from our Founder

Growing up I’ve always been creative and love art! When I see beautiful colors, it makes me feel energized, powerful, and welcoming. My mom and dad planted flowers every year during spring time and I would sit outside and enjoy my time. I wanted to pass the same energy to everyone by creating vibrant colors for every skin tone and set a positive mood. I believe that “A lot of times we think that happiness comes when you get things for yourself. [But] it turns out that in a paradoxical way, giving gets you more, and I think that’s an important message in a culture that’s pretty often getting messages to the opposite effect.