We have been manufacturing skincare for over 30 years so we were already familiar with the narrative. Our key is to focus on the customer’s needs 1st and we focus mainly on clearing those issues first and this gives us our start.

We work on skincare to the point of exhaustion, and the reason we do is because we see every product that we put on our website as a long term skincare staple.

We believe less is more
We focus on superior quality
We believe retail must evolve
We refuse to work with high end retailers and middlemen and pass the savings to you

Edouard & Christine have always valued quality skincare. But the reality is that quality products were extremely overpriced but being manufacturers themselves with their wildly successful Princereigns Brand they knew the prices were inflated, so they took matters into their own hands. They knew they could build a brand that set them apart from traditional premium brands. A brand that was better, and had an edge. A brand for the modern consumer.



Christine Joseph

Founder & CEO

Edouard “Rene” Joseph

Founder & COO

Adam Silverman

VP Business Affairs