Beauty is an industry full of giants.

182 of the more well known beauty brands are owned by just seven companies! You don't need to spend huge research budgets trying to figure out why the old tricks aren't working on the new generations. Gens Z and Alpha crave genuine, relatable authenticity. Things many of the bigger brands can never fully obtain because they're backed by, (or run by!) members of the 1%.

We don't have a background in finance. Honestly, we only really have a background in independent beauty and traditional blue collar manufacturing. We do, however, have fifteen years worth of each of those!

We are regular people, just like our customers. We ARE our own target market! Our social media pages aren't full of models. They're full of our customers just having fun with the products!

No one NEEDS makeup, but many people LOVE Makeup. People have loved makeup throughout history. They love it for its artistic expression, its aesthetics, and just how it makes them feel!

That's really how our secret for how we've gotten as far as we have without going the traditional route. It's also why everyone in the beauty space is paying attention to how indie companies move, and trying to copy the ones that succeed. You can try to gatekeep funding and retail access, but you can't fight the tides. Change isn't just coming, Change is here!

We are the future of Beauty.