As a make-up artist with experience in the film, fashion and advertising industries, Madeleine White has always educated herself about ingredients and packaging materials. Believing that sustainability should be at the heart of all brands, she was also unhappy that many ‘environmentally-friendly’ products still contained plastic components or weren’t fully recyclable without difficult and costly separation. Madeleine has brought together her knowledge as a make-up artist and her passion for sustainability to re-invent lipstick.