The Outcome
We want to see women go about their day feeling their upmost confident, stunning selves, without having to spend the first hour of that day in the bathroom applying makeup.

Freedom
Our passion for this cosmetic line lays in the prospect that women will soon be able to get out of bed with that ultimate ‘I woke up like this’ feeling. We want to inspire women to get out and compete, work, dance and simply live without concerns about their cosmetic appearance even entering their minds. This line hopes to formulate expressions of freedom, flexibility, and power within our fellow sister’s day-to-day lives.

The Vision

It would be an avenue in which, predominantly women, could go about their day to day lives without an entire face of make-up applied, and still feel and look naturally great. 
I believe there is an entire market out there, of women who want to look fresh-faced, healthy, and beautiful - However they understandably don't want to spend all of the time it takes to put on heavy make up each morning, just to simply run a few errands, walk the dog, or grab a cup of coffee. And further more they don't want to look like they have make up caked on for such tasks and day-to-day living. 
However they also aren't in-love with all of their perceived flaws - It's an anxiety fuelled decision, do I go out bare-faced and insecure, or spend all this time applying my make-up and feel over-dressed, perceived as vein, and/or feel weighed down by heavy make up?

The product line we are envisioning is the complete in-betweener for those who want to play sports, go to study sessions, go to multi-day festivals, or even simply wake up, and still look amazing, without feeling like they have to get completely made-up, or like they're compromising the health of their skin. 

How The Seed Was Planted
Thinking back on it, I believe I began considering the potential of a product range such as this, when I first started engaging in makeup for myself - I would go to the library at 14 or 15 years old and research the proper way to apply makeup, the products available, the methodology around amount used, purpose, and desired result. For some reason I was fascinated by it all and recall a particular piece of advice which read something like “makeup should be applied in such a way which creates the illusion that you are in fact not wearing makeup at all” - and that was something that had stuck with me ever since.
Around this adultescent time I also specifically remember wondering why there wasn’t a product or products out there that were either beneficial for your skin, or products that could last more than one day. There was also the hassle of reapplying makeup, the somewhat terrifying idea that all of my now high-school friends only knew me with makeup, and may one day see me without it, and furthermore the confusion around applying a product to my face each day in order to beautify myself, which may in fact have negative results for the health and appearance of my skin. It was also becoming apparent that the makeup I was using resulted in a situation where I would leave the house feeling amazing, and return that afternoon to find that my makeup had not remained consistent throughout the day. This lead to me checking the longevity of it in the mirror each time I visited the bathroom - and as a teenager that situation became a stress all in itself.
Fast-forward to the following summer, I discovered that one of my mothers close friends didn’t wear any makeup because she was allergic to the products, and in order to get similar results, she would have her eyeliner cosmetically tattooed on. I had never heard of such a thing and recall thinking - what if she hadn’t liked the result? - There would be no going back.
An amalgamation of all of these experiences is what lead to the seed of an idea - what was planted was the concept for a semi-permanent make-up which would leave the skin free to breath during the day, and your mind free to rest at night, knowing that you would wake up looking like the best possible, natural version of yourself.

Now, quite a few years on, and this concept has been reignited again, and not necessarily due to my own personal reasons, but because of the realisation that others have had similar needs, and moreover that there are even greater reasons for a product like this that go above my own. Another factor that has been a defining driving force in creating this product now, is the fact that there are so many other inspiring women out there at present. These are women who are formulating and inventing amazing solutions, women who understood there was a problem that needed solving, and not only went out there and answered it for themselves, but also shared it with the world - and that is something that I would like to be a part of.