Our Story

Jasmine RoseAfter receiving the news that my mother had metastatic Breast Cancer in 2007, I wanted to learn more about the disease. Through research, various sources revealed that there is a strong link between certain chemicals such as parabens, mercury, lead, and talc in cosmetics, environmental factors, and instances of developing Breast Cancer. 
According to a 2016 study conducted by the Environmental Working Group (EWG), less than 25% of products marketed to Black women score low in potentially hazardous ingredients. Therefore, Black women are at a higher risk of being disproportionately exposed to toxic chemicals from cosmetics. 
In 2008, I started to examine my beauty and dietary habits and decided to make the switch to a natural lifestyle. I started drinking filtered water, eating more fresh whole foods, stopped applying toxic chemical relaxers to my hair, and educated myself on the power of botanical ingredients. During this transition, I had difficulty finding a safer, natural foundation suitable for my skin tone and type from many cosmetics brands.

Building upon my background as a visual artist, I started experimenting with cosmetic recipes in my kitchen. Once I found the perfect shade match and formula for myself, I figured other Black women shared the same struggle.

In 2015, I decided to launch the brand with our flagship product, the Foxy Finish™ Mineral Creme Foundation, to provide Black women with a safer mineral foundation formulated with high-performance botanical ingredients designed to nourish the skin while providing coverage. Since then, we've expanded the line to feature a wide range of products, including a foundation stick, creme-to-powder compact, loose mineral powder, setting powder, concealer, corrector, and most recently an all-in-one contour palette.
Our foundations truly reflect and compliment the diverse shades and undertones of Black women and contain clean ingredients that are 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 and understand which ingredients to avoid in their beauty products.
Be well,
Jasmine Rose