BEHIND THE BRAND

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Behind the Brand
WHERE DOCTOR-DEVELOPED, CRUELTY-FREE FORMULAS & CLEAN INGREDIENTS MEET HIGH-PERFORMANCE BEAUTY.

We believe that every morning we can write our own story of beautiful by taking 10 minutes of “me time”. Maybe that means a swipe of your boldest lipstick or a few coats of mascara, maybe it’s a full face of glam! We believe that 10 minutes of self-care, writes the narrative for the rest of your day.

As a Doctor developed brand, it’s about more than makeup for us. We want to empower our community to feel beautiful by creating products designed as beauty solutions, powered by clinically proven ingredients.

IT ALL STARTED WITH A BATTLE...

POWERED BY 10

While you’ll always find the latest and greatest in good-for-your-skin ingredients, we’ll always leave out things like sulfates (LS and SLES), parabens, formaldehydes and formaldehyde-releasing agents, phthalates, mineral oil, retinylpalmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. Oh, and did we mention that we're cruelty-free, too?

THE PINK LIST

We use naturally-derived and organic ingredients to create our line of clean beauty products.
We’re Prop 65 and EU compliant, which means we formulate without 1,300+ banned ingredients.

    WE USE INGREDIENTS LIKE...

    Preservative systems -Potassium Sorbate, Glycerin & Sodium Benzoate
    Nourishing agents -Chamomile & Green Tea
    Hydrating humectants -Aloe Vera, Coconut Water
    Suppleness restoring -Hyaluronic Acid & Jojoba Oil
    Natural protective -Almond Oil, Coconut Oil & Red Raspberry Seed Oil
    Natural antiseptic -Tea Tree Oil, Sea Buckthorn Oil, Turmeric & Aloe
    Natural brightening -Vitamin C, Licorice Root, & Niacinamide
    Natural barrier boosters -Ceramides, Shea Butter, & Mango Butter
    Natural fragrances -Peppermint Oil, Noni Fruit & Natural Vanilla Extract
    Skin repairing minerals -Magnesium, Zinc & Selenium

    IN PLACE OF...

    Parabens
    SLS & SLESs
    Phthalates
    Retinyl Palmitate
    Oxybenzone
    Coal Tar & Triclocarban
    Hydroquinone
    Triclosan
    Undisclosed Synthetic Fragrances
    Mineral Oil & Formaldehydes

GIVE US 10 MINUTES & WE’LL CHANGE THE WAY YOU SEE YOURSELF

Life is chaotic – your makeup & skincare doesn’t need to be. Let’s get#DolledUp!