In 2017, owners Angela Hodgkinson and Blakely Hiner combined their overlapping interests of women artists, essentialist philosophy, and use of high-functioning, all-natural products in an alleyway shop in Oklahoma City. With separate backgrounds in interior design and the NYC fashion world, both Hiner and Hodgkinson found purpose in the brand's aim to work with women designers who are also trying to connect with women on a more intentional level.