Aimee Connolly

But I was very much always grounded in my, you know, trusted staples, brilliant basics.

That's how I am as an artist.

And that's obviously what translated to the brand.

Then COVID came.

So what kind of went from simplification, 500 face, I discovered South Korea, who is our main partner now, really early on.

And they created Beauty Base with me.

It was our first skin meets makeup kind of hybrid where I was like, I don't want just a primer.

I want something that absorbs SPF as well, because I am the lazy girl who's not doing all my layers.

And my skin is now being put in a machine as a 24 year old and telling me that actually my SPF is really bad.

So I was like, I need to do this even just for myself.

And at the time, there really wasn't many hybrid products like that where you actually got the same quality of an SPF 30 broad spectrum, but with a glow that your primer would give you.

And again, it came back to the same ethos of like combine your few steps, make it easier, out the door quicker, feel great.

Then, like I said, COVID came and there was like this entire universe reversal into let's do less, skinimalism.

And it's amazing because people are feeling and looking great.

And if they feel confident wearing less, that's super.

But it was kind of like we were nearly on that wave before it became a trend.

So number one, I think that really grew us quite quickly in those few years.

But on the other hand,

Yeah, there are times where I feel like brands are kind of greenwashing in those words.

And I'm like, hang on a second, that wasn't part of your DNA.