We're a humble and happy umbrella of good beauty brands. We're founded on the principle of doing everything others don't do and we are changing the world of beauty based on this principle.

We started trading in 2013. Now we own and operate more than 10 brands in the beauty world. Some of these brands have already become leaders in their focused categories while some are still waiting impatiently to be born. We started with 1 product in 1 market. We now have a growing portfolio of more than 50 products in more than 15 markets.

Everything we do is of exceptional quality. Today, quality is no longer defined by merely price points or distribution channels. Quality today means being authentic, being different, being functional, being beautiful and being sensibly priced, even to the wealthy. And we respect these principles. We choose to serve the educated, the curious and the intelligent who appreciate our dedication to this very genuine definition of quality.