Nima, our founder, explains:

"I was always fascinated by the amount of time my sisters would spend on make-up, especially their eyes. Mascara, eyeliner, eye shadow. They looked amazing, and it looked like fun, but it was a lot of effort. Having beautiful lashes was their number one priority but they'd often complain about how gloopy their mascara was, how it would clump lashes together and run at the first sight of sweat or tears. It didn't seem like a brilliant solution. They tried false eyelashes but to me they looked the opposite of beautiful and caused their lashes to break. If only they could have fuller, longer, healthier lashes in the same way properly formulated dermatological skincare would give them smoother skin. So I set up a business whose sole purpose was finding a product, a formula, to nourish eyelashes so that they became naturally stronger, fuller and more beautiful. And now we've got one, and I hope it's empowering for everyone, whatever your age or gender."