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BRAND PRINCIPLES

Create an Impact

R₂R is here to change the conversations and experiences we have around beauty. From producing innovative, unique products, to sharing compelling stories that forge new bonds, to ethically sourced ingredients that give back to the community — in all that we do, we strive to create a positive impact on local and global communities.


Celebrate the Story

Stories are the heart and soul of R₂R. We’re not here to sell a fantasy, but to tell a story, your story. Our versatile products are designed to tell stories and spark meaningful conversations.

We dive deep to capture the realities of who, what, when, where, why — the cultural, personal, complex layers of what makes us human.


Embrace the Unknown

R₂R welcomes uncertainty. We are constantly curious to explore what lies beneath the surface as we pave our path to create avant-garde experiences, ever-changing collections, and innovative products. We embrace the depth of individual experiences, thoughts, and emotions — the nebulous complexities of the human experience.

We revel in the fact that not everything can be neatly defined.


Inspire Community

R₂R exists to bring people together. In all that we do, we aspire to create a sense of belonging and acceptance. Inspired by metropolitan areas, we seek to be the hub of a culturally-rich, global community of artists and collaborators working together to inspire, learn, explore.

Using makeup, we educate, stimulate conversations and connect communities, pushing the boundaries of makeup as a cultural medium. We strive to forge bridges and catalyze the formation of new communities, small and large. We believe we are all interconnected and stronger together.