Calling is a culmination of my time spent working at some of the most dynamic fashion & beauty companies. As well as, every single woman who has shared their beauty story with me along the way.

I remember the afternoon my grandmother first taught me to use eye kohl at 14, to being 16 and watching OG beauty tutorials on YouTube (hi, juicystar07!). I can pair a certain lipstick shade to a particular phase in my life, or remember the exact foundation I used at my sister’s wedding. Beauty helps us say something about who we are. What I’d like to know is: what do you have to say?

As a woman beauty can be complicated. It comes layered with implications, expectations and standards. We can change this.

My vision: create a beauty universe with soul. Conversation-derived, inclusive products that deliver on what they promise. No catfishing.

I am so happy you’re here because this is only the beginning.