When I was deciding whether to start an active beauty brand, I told myself that I would only do it if I felt that I could (a) fill a genuine gap in the market and (b) make female athletes' lives easier.

It's hard to imagine that, in a $648 billion dollar industry, there could still be beauty needs that haven't been adequately addressed. But, the reality is, female athletes are still underserved.

As an athlete myself, here is what I feel is missing:

1. On-the-go products that address the specific problems faced by athletes in the gym (e.g., sweat, oil, bacteria, odor, environmental exposure, sun damage) — and nothing else. We need targeted solutions that tackle our post-workout woes, but that won’t clash with our existing skincare routines or overload our skin with redundant actives.


2. Products that simplify our lives and reflect our actual behaviors. I know that you’re already using between 5 to 16 beauty products daily. I also know (based on personal experience) that you don’t always have time to wash your face or shower right after a workout. Our goal is to simplify your life with multi-functional, rinse-optional products that meet you where you are and keep you feeling confident and cared for — in the gym and beyond.


3. Products that are among the most selectively formulated in the industry. We vet every single ingredient in our products (right down to the preservatives) for efficacy and non-toxicity. We use super clean and plant-derived ingredients. And, as skincare addicts ourselves, we incorporate innovative (yet science-backed) ingredients into our formulas to ensure that you’re getting the best in beauty.


4. Inclusively formulated products. It is a fact that diverse women continue to be underrepresented in beauty and sport. One way that we address this is by partnering with diverse female chemists to make products for all skin tones and types.

I couldn't find products that checked all of these boxes, so I set out to make them myself.

Thank you for being on the building journey with us.  Let's set a new standard in active beauty. 💪 💜