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In 1999, makeup artist Petra Strand founded her beauty brand in a small boutique in London’s Soho district – driven by the idea that beauty should be effortless, empowering, and kind to the skin. Her philosophy, “Enhance your natural beauty, don’t hide it,” was more than just a slogan – it was a challenge to the industry. What began in that small store has grown into a global movement of ‘Glow-Getters’ who value simplicity, authenticity, and self-care as a daily act of empowerment.

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