Owners Angela Hodgkinson and Blakely Hiner owned separate alleyway shops before combining their overlapping interests of women artists, essentialist philosophy, and use of high-functioning, all-natural products in October of 2017. 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.