Originally founded in 2008, they changed the makeup game in 2016 when their line was reformulated to 100% vegan. Their line is cruelty-free and vegan while still providing long-lasting and highly pigmented products. ‘Their line is for people who expect more from their products and want to protect their furry friends. They believe in fearless self-expression while making the beauty world a kinder, more positive place with vegan make-up and cat eyes for all’.