It started with a happy accident— a tech platform experiment gone bad—and turned into a viral makeup brand that struck gold by responding quickly to consumer needs and wants. The secret sauce? Delivering luxury for less, being nimble at developing around customer-driven trends, moving from direct to consumer to retail (e-commerce isn’t necessarily king)— and the ethos of bringing moments of joy into every day. Co-founder Natalie Mackey shares the belief that the spirit of beauty is rooted in play and that thoughtfully produced products can be tools for self care, creative expression and even a way to spark new friendships.