On the evening of the first Women’s March in 2017, we came home and collapsed on the couch, exhausted and exhilarated by the intensity of the day. The historic volume of womxn and allies who united globally to march for equality ignited in us a desire to give back more potently. We imagined every human that marched that day donating to a single cause and the remarkable change that could incite.
Our idea was to take a product that many womxn interact with daily—lipstick—and transform it into an opportunity for activism. For centuries, the beauty industry has had a powerful role in dictating how womxn should look and behave in society. We want to change the rules and reclaim the intention behind our beauty products, and our lives.