We believe that beauty brings you out. To be yourself. To find your voice. To be seen. Beauty has the power to bring out your confidence and your creativity, your inspiration and your identity. It begins with a feeling that starts with you. Because what brings you out always comes from within.
Founded by Patrick Ta, Rima Minasyan & Avo Minasyan, this is a brand that stands for:
Innovation Inspired by Artistry: We reimagine makeup and the ritual of getting ready by transforming Patrick's on-set creativity and expertise into cutting-edge formulas, formats, and tools you didn't know you needed.
Expertise Made Effortless: We break down everything from red-carpet looks to Patrick's techniques, and we always let you in on his latest beauty secrets. It's the next best thing to being in Patrick's glam chair.
Unapologetic Luxury & Glamour: We elevate everyday essentials to create rich product experiences that bring romance and glamour to your vanity—and your skin.
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