Our Story

Jasmine Rose

According to a 2016 study conducted by the Environmental Working Group (EWG), nearly 75% of products marketed to Black women score high in potentially hazardous ingredients. Therefore, Black women are at a higher risk of being disproportionately exposed to toxic chemicals from cosmetics. 


After receiving the news that my mother had metastatic Breast Cancer in 2007, I wanted to learn more about it. Through research, various sources revealed a strong link between certain chemicals such as parabens, mercury, lead, and talc in cosmetics that potentially cause Breast Cancer.

In 2008, I started to examine my beauty and dietary habits while shifting to natural living. During this transition, I had difficulty finding an affordable, safer, natural foundation suitable for my skin tone and sensitive acne-prone skin from many brands. As a makeup lover, I was determined to find something suitable for my skin tone, but that proved unsuccessful. Many foundations I tried were either "too red" or "too irritating" on my skin.

Building upon my background as a visual artist, I started experimenting with DIY cosmetic formulations in my kitchen. After a few years of testing different formulas, I found something that worked for me. Based on my experience, I figured other Black women shared the same struggle finding a clean foundation that both addressed their skin concerns (i.e., hyperpigmentation, acne, eczema) and matched their shade and undertones.

In 2015, I decided to launch the brand with our flagship product, the Foxy Finish™ Mineral Creme Foundation, in 6 shades. Today, we offer 20 shades and multiple products, including creme foundation, stick concealer, loose mineral foundation, creme-to-powder, loose setting powder, correctors, and contour palette. Stay tuned in 2021 for more to come!


Our products truly reflect and compliment the diverse shades and undertones of Black women and contain clean ingredients suitable for all skin types and conditions—normal, dry, combination, eczema, sensitive, or oily/acne-prone.


Ultimately, we want Black women to enhance their natural beauty and feel empowered by taking control of what is being put on their bodies.


Be well,


Jasmine Rose