We believe that beauty is a feeling

(a vibe), not something that is decided by outside influences.

WE ARE BEAUTY WITH A VIBE

Everybody deserves to look and feel beautiful. This means even though you have many choices when it comes to beauty, you deserve to have an authentic offering that reflects the real you, inside and out.

Real beauty isn’t about brand names or celebrity faces, it’s about tapping into the authentic you.

WE ARE REAL BEAUTY FOR REAL PEOPLE

Say adios to beauty as defined by celebrities and unrealistic beauty standards. And hola to beauty that makes you feel confident and strong in your own vibe.

We believe in creating beauty products with quality & value in mind.

WE BELIEVE THAT BEAUTY SHOULDN'T BREAK THE BANK

We have built a beauty brand with high quality and cutting edge products at a price point accessible by anyone. Given today's economy, we understand that finances are on top of everyone's minds. We stand behind creating quality products that are richly-pigmented and with long-last wear, all with great value because who doesn't love a great deal!

We represent the audiences we reach and deeply understand the cultural, financial and societal pressures in today's society.

WE MANIFEST & HUSTLE TO MAKE OUR DREAMS COME TRUE

The Frias sisters are everyday women who joined forces to go after their dreams of building a multi-million dollar beauty company. We all face many pressures in today's society, but at our core we are dreamers. We believe that beauty has the power to motivate and help you look your best, as you work to climb the heights of a new life milestone, raise a family or unlock business success. We respect that the definition of success is unique to each individual and we exist to help make the journey more fun, colorful and exciting.

We understand that community matters, and we exist to create a safe space for people like us to feel seen and understood, con mucho amor.

WE draw inspiration from our CULTURA & FAMILY VALUES TO DRIVE EVERYTHING WE DO

We grew up experiencing the warmth, joy and flavor that comes with growing up in a multigenerational & bilingual Afro-Latinx household. We draw on these personal experiences to inject personality into all design elements of our brand, products and community. We understand that at the heart of a great brand is making space for a lively community that fosters a sense of authenticity and belonging.