Our Story

Like all great stories, ours begin with a group of fearless females on a mission: to prove it’s possible to create an innovative brand of luxury-inspired makeup at excellent prices. Founded by Christina Oster-Daum, we first opened our doors in Germany in 2004 and since then, our ever-expanding global presence has proved what we always knew – makeup wearers everywhere crave high quality makeup at prices that make sense. In 2015, we made our way to the US and today out of our office in NYC, we are proud to independently continue the work we’ve been doing since day one – shooting for the moon in everything we do and promising our community products marked by the same freshness that got us excited in the first place.

This brings us to our 5 beauty philosophies

Quality makeup, Affordable Price Tag

When it comes to how we invest all our time and money, we will always remain true to our core belief: value over anything else. The result? Makeup with high-quality ingredients, luxurious textures and innovative formulas with a cleaner standard, all of this at a price point that gives our community the freedom to play and experiment with makeup.

Innovation Fuels Us

We are a start-up group here in NYC and we love it! We don’t wait for someone else to build it, we do it ourselves. Being driven by innovation means we know that our work is never done, and we always want you to find something new to discover.

We’re Obsessed with FACE products

Yes, we offer eye, lip and nail products, but FACE is our forte. When we launched our products in the US, we were blown away by the instant success and cult following of our complexion products - HD Foundation, Liquid Camouflage Concealer, Prime And Fine Primers & Sprays. This drove our obsession to offer the best face products for women who find they can’t leave the house unless they have primed, concealed, baked, contoured, highlighted.. you get the idea.

Our Makeup Community is Everything

We are inspired by our community and their shared passion for makeup. Their commitment to mastering their craft, openness to learning and generosity in sharing their knowledge with each other is what inspires and drives us!

Play with animals, don’t test on them

We’re cruelty free. We do not carry out or commission any testing on animals for the manufacture of our products. This applies to the end products as well as to all ingredients. Our suppliers are also required to certify in writing that their products have been manufactured without testing on animals. Our office pooches, Karhu and Sherry, appreciate it!