The design of our logo is worth mentioning as, like everything else we do, its design is intentional and carries its own story. It was inspired by both nature and nurture, by the contrast between rawness and perfection and the idea that perfect looks are crafted from the natural-born beauty within each one of us. Our founder, Alecia Joubert says: “I am an absolute perfectionist, and even more so when it comes to my work. Makeup is all about angles, 35 to 45-degree lines, symmetry and bringing the entire face into perfect balance in line with the golden ratio. This approach is the inspiration behind the logo design.” The geometric shapes and seamless symmetry allude to modernised perfection and the flawless glamour of the industry, while the gem-like symbolism speaks to enhancing what we have been born with: the essence of our individual beauty and uniqueness.