"God makes something special and unique about each person that sets them apart from every other person, and to me that's is what artistry is about, whether you are a plumber, a pinter, a musician whatever it is that is unique about you that is translated into your art."

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I've been doing my own makeup for red carpet events for years, but it wasn't until I met my business partner Divya Gugnani a few years ago that I realized I could actually turn my passion for beauty into a makeup line. We're the opposite of an artistry brand. We're for the everyday women who is very busy and only has 5 minutes in the morning to get ready. So, that's our goal, to really keep you beautiful and gorgeous on the go.

— Lindsay Ellingson