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Knowing that more than 60% of what you apply to your skin is directly absorbed into your bloodstream, the founders of NU Evolution set out on a quest to find alternatives to the propylene glycols, phthalates, parabens, sulfates and other harmful ingredients used in most mainstream beauty products. As busy women who lead hectic lives, they were also inspired to find products that were not only effective, but reflective of their taste and personal style. They became frustrated with the lack of healthy yet stylish options, and know that there is nothing beautiful about the toxic ingredients in most products on the market.

Not willing to settle for anything less than what they expect from other brands, they set out to create a natural and organic cosmetic brand, with a color selection, innovative formulas and packaging that reflects their true passion for high fashion, beauty and pop culture from around the world.