Beauty products are like drugs. Users feel empty without them. They’re told to “cover up” or “hide flaws”, as if confidence comes from a bottle. With 70% of people not able to leave home without make-up, this is a serious social issue. Rawr returns the ownership of confidence back to the person by highlighting strengths within. And it’s more than just branding. We plan to build an entire company based on this philosophy, from tools that actually help people gain rawring success, the way we distribute our goods, our ads, to even how we measure success in our annual reports.