We wanted to create MaxUp The MakeUp as more than just a cosmetic brand; we wanted it to be an experience. We believe that makeup is about the journey and not the destination and that the best part of it, isn't when you are wearing it, but when you are putting it on. Too much of the time, makeup is based on looking “presentable” or “socially acceptable” but it is so much more than that, Makeup is a creative outlet and form of self-expression.

So we created MaxUp The MakeUp with the goal of providing everyone no matter their age, race, gender, or sexual orientation with high-quality products that would inspire and excite them to go beyond the rules and standards of society. Makeup shouldn't be taken so seriously and instead play around with it and experiment because by doing so, you can MaxUp Your MakeUp!