Aja Frierson created Habit in 2013 because within the clean beauty space, she saw lots of brands doing one or two things really well, but no one offering everything she was looking for in all in one brand. With Habit, Aja's goal was to create amazing clean makeup and offer value in 4 different ways: - Toxin-free, vegan and cruelty-free formulations - Multi-tasking formulas (because we're all busy and our products should do more than one thing) with skincare ingredients (our nail polish contains Myrrh extract to improve nail strength) - Sustainable packaging, and speaking to that: we're the only makeup brand using post-consumer plastic packaging, plus FSC-certified paperboard boxes, while with our full-size polish, we limit the plastic we do use as much as possible by using a bamboo over cap. - Trend-relevant yet wearable colors curated by a former fashion industry colorist We believe that getting ready should be toxin-free, guilt-free, fun and easy. And we believe that the wellness movement is for everyone. Habit is clean beauty for colorful people.