Driven by boundless scientific curiosity to figure out how skincare works, our founder Alli Reed utilized her chemistry background and the power of the internet to teach herself how to formulate skincare products.

After a lot of trial and error, Alli perfected the formulas for two products and began selling them direct-to-consumer. The brand took off organically via Reddit and Instagram, and she had to quit her job to keep up.

Fast forward to today, Alli is still developing new skincare products and finding new and authentic ways to connect with consumers.