Founded in 2016, the Finnish online cosmetics shop sells make-up, skincare, hair and body care, natural cosmetics and Korean beauty products. Brands include Real Techniques, Eylure, Vita Liberata, b.tan, Jeffree Star, Ofra and Ecotools.
Orders are dispatched from its own warehouse, with customer service by email. Packaging uses recyclable cardboard and paper. Some warehouse electricity comes from the company's solar panels, and pay-later options are available.
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