About us

We celebrate you and your individuality. We create cosmetics that are accessible to everyone. Makeup is a "playground," and the rules of the "game" are yours. Play with colors and make your customized products unique, just like you.

As a brand, we appreciate our customers' individuality and offer a wide range of top-quality products to meet diverse needs. We are known for our innovative approach to cosmetics and the wide variety of products we offer, including those that have revolutionized the modern approach to makeup. We are pioneers in the concept of personalized makeup palettes, known as the Freedom System, the unique Duraline, and the famous AMC Eyeliner Gel, one of the most popular eyeliners worldwide.

Our customers' needs are our needs, and we want to create as many opportunities as we can to meet them—online and offline. That's why makeup enthusiasts can find us in 90 countries at over 950 locations. We continue to develop and expand our sales channels both online and offline.

We collaborate with famous fashion designers and houses such as Kenzo, Coach, and Badgley Mischka. For many years, we have partnered with producers of Broadway musical productions in New York as a makeup partner for shows like Mamma Mia!, Chicago, The Lion King, and Wicked. We have collaborated with Jennifer Lopez for the launch of a limited collection of makeup products. 

The combination of modern technology with vibrant shades is the embodiment of our collection. We offer over 2500 products, with perfect shades for everyone. We do not test any of our products or their ingredients on animals—you will find us listed as one of the brands supporting PETA's "cruelty-free" philosophy. About 60% of our product range is vegan, certified by the V-Label, a globally recognized organization.

We also hold Halal certification, which covers the majority of our product range. 95% of our products are produced in specialized and modern laboratories and production facilities located at the headquarters of our parent company in Przemyśl (Poland, EU).