Experiment started over a series of long phone calls between two 20-something chemists, Lisa and Emmy, where they imagined a future beauty world without the misinformation, the overly complex routines, and the confines of
the sanitized + boring ~science aesthetic~.
But when they looked around they couldn’t find a brand that was both hot and smart– a brand that took results seriously but didn’t take themselves too seriously. They couldn’t find a brand that presented beauty science in the way they saw it as chemists– fascinating, cool, weird, a lil absurd, future-forward, and borderline magic.
So they put their big and small heads
together to create a brand that cared
about all the things they felt were
missing–
AVANT GUARD
