Doris Michaels - the founder, a beauty consultant and cosmetologist expert has worked in the beauty industry for many years before launching her own range of cosmetics in 2006 with years of experience having joined the industry as an adviser and technical consultant for major leading brand and most famous cosmetics and beauty in the industry, where she gained vast experience and familiarity with various cosmetics and skin care. But there was always something missing with the products - for the large companies, ethnic makeup was usually a sideline, and what was sold, while acceptable could be significantly improved upon. The smaller manufacturers neither had the right products nor consistency nor could not be taken seriously. At the same time, she has also spent years giving professional make-overs and advice on the use of cosmetics in various ethnic stores all over Europe. Her hands-on experience means she completely understands the make-up problems faced by women of colour.

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