The company was founded in 2018 and offers a curated collection of efficacious, inclusive, and thoughtful formulas that can be used as a color corrector, eye shadow, blush, or lipstick. Their products are clean, vegan, fragrance-free, and cruelty-free, and they aim to create a strong personal identity in order to build out their niche presence in beauty as part of the normal standard, to be seen as fully immersed, and no longer as a token or a checkmark.