About Us

Inspire, empower and make all women see the value in beauty

We are committed to creating a platform where all women can reach their ideal level of beauty. Whether she changes her look depending on her mood or is all about keeping it natural, she’s sure to find the best beauty tips, tricks and products that work just for her. Our goal is to create a personalized, educational, and, most of all, fun experience for all women who are looking to get their daily dose of beauty. We do so by caring deeply about the content we produce, obsessing over new products and by possessing insider access to industry experts and a behind-the-scenes look at some of our favorite beauty brands. We are unique, open-sell environment that features an ever-increasing amount of classic and emerging brands across a broad range of product categories including skincare, makeup, fragrance, and body and hair care.

We want you to feel your most beautiful. Every. Single. Day.

Our beauty doesn’t fit the mold—it breaks it. So it’s not hard to imagine why, in a world steeped in Photoshopped images and unattainable standards of perfection, it can be a challenge to appreciate our own look. And we know this, because we’re one of you, too!

Passion, inspiration, and just a touch of awesome science—this is our approach to the business of beauty. Because we aren’t just beauty enthusiasts—we’re advocates for the appreciation of your own personal look. Who else could tell you more about beauty than someone who understands you through and through? We can’t wait for you to start your beauty journey with us!