Instead of hard-to-pronounce chemicals, they use commonly found household ingredients such as coconut oil, cacao powder and avocado oil. To hold the lipstick together they use beeswax, and for colour, natural ingredients such as Australian red reef clay and beetroot powder. Gupta and Kalyanapu, both originally from India, are passionate about empowering women, and their business has a philanthropic angle as well. For their first initiative, they provided medicine and organic foods for 170 anaemic girls in an Indian village. They also worked with local doctors to educate the girls on how to maintain their health with natural medicine.