The world has changed since years of oppression on the female role. It became evident how for decades she was required to do what, how, when and where she should or should not do - and be. That inheritance from previous generations and the mandates with which we grew up no longer defines the female gender.

We saw that the same category "Hair" to which the brand belongs, also built that profile of a woman: discreet, neat, perfect. Encouraging the majority to compare with icons of perfection.

We focused on the importance of living one's own beauty experience, choosing to be whoever we want and unlearning what was taught from generation to generation. That is why we believe in the inmmense power of learning again what we where taught.