Cosmetically-enhanced skincare that can speak to any gender or identity.

It is estimated that the skincare category is going to nearly double in the next seven years, but who are these new customers? Many of them are men, but even more of them are “non-makeup people”: Those who because of generation, gender identity, as well as those who want to focus on ‘natural’ beauty without coverage. Essentially, people who have never fully connected to the beauty industry.