My mother and I went shopping with my brother, Akash Gupta who is a chemical engineer. While waiting in line at the cosmetics counter, Akash read the ingredients and was taken aback. Since lipstick is the cosmetic that is most prone to being ingested/~3.5 lbs over a lifetime, we spent a year developing/testing a lipstick formula that is 100% natural, vegan, paraben-free, cruelty-free & gluten-free.