The pursuit, and business, of beauty, can feel super alienating: expensive, hard to understand, and only for “a certain type” of person. We promise to call B.S. on all of that — loudly and often — by creating effective products at a fair price, speaking transparently about what goes into them, and shouting from the rooftops that beauty can and should be for everyone, full stop.

Squigs was born out of the experience of being human, and our commitment to keeping it real is a reflection of that. We promise we’ll never pretend that “perfection” is achievable when it comes to beauty — or anything, really. In the Squigiverse, it's always okay to look (and be!) yourself — no matter who you are, or what mood you're in.