We’re a skincare company that sells a cleanser while telling you to cleanse less. Our mission is to challenge the fast-paced beauty industry to slow down and help people to #PressReset on the way they look at skincare.
We’re a brand created by beauty influencer Liah Yoo and a team of people who’s “been there, done that”. Everyone in the team had their moment of wanting to pull their hair out because skincare became so complicated—until they pressed reset.
We dream big. We’re here to #PressReset on the conventions of skincare, and help people get in tune with their skin’s cravings. When the industry zigs, we zag. When others tell everyone to apply more, we’re here to shout that our skin is smart.