2 JANUARY 2024

“WHAT’S IN A NAME"?”

"That which we call a rose by any other word, would smell as sweet."   Had I been Juliet in that moment, I would have had a few choice words for Romeo. 

Names, to me anyway, mean quite a lot. Their definitions fascinate me, the plays one can take on them entertains me, and deep meaningful conversations of substance both inspire and enthrall me.

A name can evoke feelings, stir emotions, and spark the creative muse within.  A “super great foundation” isn't quite the same as “premium mineral powder,” knowing that only the finest particulars were sourced. I wanted a company name that embodied what it is to truly be a woman, embracing both strength and femininity.

I was determined to find a single word that effortlessly floated from the lips. A word that irrevocably held a stance and exuded confidence, yet was incredibly soft, alluring, intimate and absolutely, undeniably breathtaking.

I wanted an iconic logo – as iconic as each of us.  Makeup gives us a creative ability to bring expression to the surface.  Sometimes that expression we desire is bold, fierce, and confident while at other times it is classic, natural, and subdued.  The logo needed to be one that would align with each and every unique expression – but always iconic. 

I wanted to go beyond a claim to be clean, green, and safe.  That has all been done before.  And honestly, it's been done with layers of concealer to hide the truth.  It all felt so…oh, I don't know…“Florals for Spring? Groundbreaking." 

I wanted to bring a new standard to beauty with complete transparency, education, and empowerment.  Transparency in every ingredient so you fully understand from an unbiased approach. Education on the ingredient process so you feel confident in the products you are choosing. Empowerment in self to know you have chosen that which aligns best with you, and your standards. 

This alone will change how you look at the beauty industry and how you navigate conversations around ingredient integrity. 

One word. That is all I sought.  

And just when I thought I had gone through every possible word in the English language, I realized I hadn't tapped into the culture that is undeniably the most iconic for having inspired the art of beauty. 

And that place, is quite simply, France.

And that is where I found the name. 

When I saw it, when I said it, when I wrote it…I knew it was the one.

I hope that when you see the logo each morning on your cosmetics, you realize the thought that was put into it. Because I was thinking of you.

I hope that when you say the name you realize how deeply I desired the feeling of luxury and elegance to fill the space. Because I was thinking of you.

I hope that with every iconic look you create, you realize your magnificence.  Because you deserve only the best.

AND NOW, YOU KNOW.