Our Beliefs

Beneath the Surface Beauty

We think the beauty industry should make all women feel beautiful regardless of skin color or shape. Instead, we've found that women feel worse when they are bombarded with images that show them how they should look in order to be considered beautiful. How can the beauty industry deliver such an un-beautiful message, and why do beauty brands stick to outdated practices?

We've traveled the world and found intense beauty in the remotest of corners. Many women wouldn't get the USA beauty stamp of approval. Yet we could see real beauty in women everywhere when they were sharing food, taking care of children, creating art, making clothes, and welcoming us, perfect strangers, into their culture. All women are beautiful.

Beauty is not found in the face, beauty is an energy that comes from your inner spirit, and can be felt when eyes are closed. It is speaking from your heart and smiling with your eyes. It is praying for strangers and helping those in need. It is feminine strength and resolve. 

As in the words of Kahlil Gibran, Beauty is eternity gazing at itself in a mirror, but you are eternity and you are the mirror. 

We won't insult your intelligence by using teenage models to sell you a miracle cream, and we won't insinuate you aren't good enough unless your skin is more translucent. Instead of making you think you need to change, we are going to change. We'll let you decide on your own beauty standards.  And we'll just be here to hold up the mirror.