Beauty Untouched: The Truth Behind Our WIW Photo-shoot

If we had chosen to use ‘industry standard’ models in our WARRIOR-INNOCENCE-WILDERNESS campaign, we wouldn’t have been the first beauty brand to do so. If we had filled out hairstyles with hair extensions and slathered skin with thick makeup, we wouldn’t have been the first haircare line to do so. If we had taken our final images and retouched them to remove every blemish, every inch of fat and every hair out of place, we wouldn’t have been the first cosmetics company to do so.
Instead, we used real women who genuinely love and use our products to keep their hair looking just the way they want it. We styled them according to their own personalities, without fake hair and only using ethical makeup made with natural ingredients. We left our final images pure, untouched and beautiful showing our warriors in a true light.
The result? Incredible, honest photos and video footage that captured the essence and true beauty of what it is to be a woman.
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Aside from feeling inspired by the need to demonstrate to all women that who they are is truly beautiful and deeply powerful, we drew great inspiration from the stirring words and images of ‘Today I Rise’ by The Flourish Initiative -> https://www.youtube.com/watch?v=8_6HB6ZC4Rw

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