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Designed for today's mobile lifestyle with new materials

Stripping down to a minimalist makeup line takes a lot of research, development and revision. From composing a limited color palette that could complement a majority of skin tones, to designing clean but secure packaging and finalizing a partner for manufacturing, Crowley and Fredrickson had their work cut out for them from day one. "It takes a unique combination of talents to take on the challenges of entering the beauty business," Crowley admits. But between her experience working with cosmetics brands like Clinique and Bobbi Brown and Fredrickson's e-commerce and brand retail background, the team came to the table well-prepared.

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