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Our story

Beauty was founded by three friends, Rachel, Amy, and Sophia, who shared a vision for creating skincare and makeup that is both ethical and effective. Frustrated by the lack of transparency in the beauty industry, they set out to build a brand that prioritizes sustainability, cruelty-free practices, and high-quality ingredients. Starting with small batches in their New York apartment, they quickly gained a following for their commitment to clean beauty. Through hard work, dedication, and a shared passion for positive change, the trio transformed their dream into a thriving brand that empowers women to feel good about the products they use.

Rachel Palmer

CEO

Rachel started her business with four skin care products and a simple premise: that every woman can be beautiful. Armed with that philosophy, plus perseverance, creativity and passion, she changed the face of the cosmetics industry.

Amy Wilkinson

HEAD OF PRODUCT

Amy is the Senior Buying Manager in the on our trading team, responsible for choosing the range of products and brands we sell. We work to understand the cultural changes, the beauty and wellness trends and fashion, colour and design trends too.

Sophia Chen

Marketing Director

Sophia Chen, our Marketing Director, has a talent for creating compelling brand stories that resonate with customers. With a background in digital marketing and a passion for ethical beauty, she joined Rachel and Amy to co-found the brand. Sophia is dedicated to building a community that values transparency and sustainability. Outside of work, she advocates for environmental causes and finds inspiration in nature.

"We're disrupting the Beauty industry. In fact, we're blowing the mainstream way wide open."