The brand’s ethics have always run deep and thus influences the products just as much. When the brand was founded over four decades ago, the beauty industry and the community had pretty set ideas on what girls and women should look like. But Roddick (founder) had her own plans. She firmly believed beauty was about a person’s source of joy, comfort, and self-esteem. It was what people liked about themselves and what made them feel good. So she ventured into a business where her products formed more like the daily ritual of self-love instead of the false promise of slimming and anti-ageing that the industry pedalled. She wanted to help women be the better version of themselves and on their own terms.
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