The interpretive possibilities of gender have rarely been embraced by a cosmetics or beauty brand.

We want to change the rules of the game. We do not intend to deny the existence of gender, but to promote individual and collective freedom. To create and display it in the way that each one chooses. The binary gender of commercial products has always been present in both marketing and advertising.

We want to offer a vision that goes beyond these gender norms: an openly queer brand. We are aware that we will make mistakes. But we are not afraid. We seek to adapt and evolve. While fostering different points of view on gender and beauty.

We understand queer as an action, as joy, as self-care. The conception of beauty as an act of being and inhabiting our bodies with freedom, with pride and in a healthy way. Beauty and self-care rituals are performative. They can be messy, fluid, changing, part of a solid routine or not. But performances shape realities, and we want beauty to be an act that all of us can be a part of.

Queer, transparent, beauty, reality, art, community, utility, simple, easy, for ALL.