In the SA beauty industry, representation is a challenge. We don’t see enough people of different colours, shapes, and sizes.
We also saw that social media has turned an industry rooted in exclusivity and perfection into a more open, inclusive celebration of diversity and self-expression. People that felt excluded from the perfection standards used their social channels to celebrate diversity and self-expression

As a company that applies more human sense to the business world, we wanted to start a movement to encourage people to co-create with brands to see themselves represented. We wanted to find ways to grow the beauty industry by inspiring social change through entertaining content, and then build a community to mobilize this change.

In a society where ideals of “beauty” are based on our appearances, skin tone and body shape, young people encounter too much negativity online and in the media which is damaging to their self esteem.
The human impact is to change the conversation ensuring more inclusivity & diversity. We want our platform to help shape positive conversations on topics like Albinism, Dark Skin, Vitiligo, Body Shaming & Instagram lives that are unachievable.

Beauty and make-up goes beyond a palette of eyeshadows. People have a psychological connection with beauty more than any other industry because it allows us to self-express and therefore builds our confidence. Beauty can be a force for connection.

We realised the power of making the beauty industry a source of pleasure, not of pressure.
We created an inclusive beauty community that joins us to have fun, to feel good and to self express.
We engaged beauty brands with new ways to build equity through co-creation with communities.
One of our key partner brands crowdsourced their new collections with our community.