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Our Team

Listen, we get it!

Trying new makeup with sensitive skin sucks. 

But you give it a try and now your eczema is at peak flare-up & before the day ends, your acne is screaming hello. Oh, & what about finding your right shade match? Forget it.

We're here to help change all of the above.

Founder Story


Starting her career in the New York fashion industry, Alicia noticed the obvious unavailability of shades during photoshoots & runway shows. This experience mirrored her makeup collection. Not only was it difficult to find the right shade & undertone, steeply punishing price points and sensitive skin triggering formulas were the only options.

Amidst a lack of shades and thoughtless ingredients that inflamed her eczema and acne, she decided to create a solution that would not compromise the color, care, or condition of her skin.


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