Founded in 2018 by professional make-up artist Gucci Westman.

We believe in consciously crafted beauty. That means luxurious, effortlessly beautiful makeup formulated with clean ingredients and no-compromises integrity. It means balancing perfect shades and buttery textures that melt into the skin with plant-based actives and cutting-edge science. And it means a passionate commitment to researching and reassessing our ingredients as new information comes to light.

We strive to be as absolutely natural as we can be, but we also want our products to work. If a synthetic ingredient is necessary in a specific instance, we make sure it’s thoroughly safety vetted and approved. We’ll always be completely transparent about our formulations, which meet the European Union’s rigorous standards for clean beauty. So you can feel good about your skin from the inside out.

Fast. Easy. Flawless. Safe. Makeup that makes life simpler. Skin that feels as good as it looks.