Brand philosophy:

Makeup is modern warpaint; it transforms the wearer, bestowing strength, confidence, and fearlessness. Is it a mask? Of course, but what is wrong with that? Many warriors past wore masks into battle.
The person looking back at you from the mirror -- she is a modern day barbarian. Her makeup isn’t about glamour; it’s about empowerment. Like a victorious warrior smearing her face in the blood of her kill -- she lifts her head to the heavens and cries, “See me! I am here!”
Announce yourself.
Life is too short to hide behind the anonymity of neutral eyeshadow. Proclaim yourself -- wear your warpaint boldly.