Our story began in 2001 in a small studio in the middle of nowhere. With only one desk and next to no free time, our brand was born. Our passion for unique design and collaboration brought our vision, and products, to life. Our products bring together the finest materials and stunning design to create something very special. We believe in quality, care, and creating unique apparel, lingerie & personal care products that everyone can enjoy. Colorful, creative, and inspired by what we see everyday, each product represents what we love about the world we live in. We hope they’ll inspire you too. 

Felicia has always described herself as a "lipstick junkie" and never imagined that she'd start a global brand for women when she started her career in finance over 20 years ago. She worked for several years as an investment banker and finance executive in the US, UK, Central and South America, and Sub-Saharan Africa. She's also founded a children's play and activity center called Paloo's Place and a media project which showcased successful African women called African HERstory. She's always believed that women could and should strive for career heights on their own terms and wearing beautiful apparel, lingerie & personal care products was one of her signature ways of showing up as she navigated the tricky terrain of advancing in a male-dominated profession. She often characterizes her clothing looks as her superpower ingredient that boosted her confidence throughout her career journey of battling imposter syndrome. As she worked her way up the ladder and achieved a considerable amount of success, she was diagnosed with severe hypertension and felt completely burned out. This was a wake-up call for Felicia and it made her look critically at how she defined success and whether her life goals needed to be redesigned. She moved to California, took a one year sabbatical, and came across a singular insight that legacy beauty companies were product-driven only and they only cared about how women looked. Felicia dreamed of creating a beloved brand that cared about how women felt starting from the inside and then moving outward. She thought it appeared to be a subtle difference but it made all the difference in the world to ambitious women whose ambitions could be ignited by their beauty provider.

We think it's perfect in its brevity and this is how we operate our business on a daily basis. All of our products are cruelty-free and we are proud to say that we are Leaping Bunny certified. Being a mission-driven company is an integral part of our DNA and we've always described our core philosophy around the following guiding principles: