Starting THEUNSEEN was never about playing it safe. We weren’t from the beauty world, didn’t have massive platforms, and weren’t backed by VC money. But we had something bigger: a vision. We saw an industry recycling the same ideas, drowning in unsustainable materials, and lacking true creativity. We knew beauty could be better, so we set out to disrupt it with real innovation.
And despite all odds, we did. We created groundbreaking products, sparked conversations, and pushed the boundaries of what beauty could be. But innovation is tough - and the economy is even tougher. Just as we were on the brink of scaling, our investment fell through. We ran out of time, out of money, and had no choice but to shut down. After a decade of relentless work, we had to walk away. The hardest part? Knowing that our team, our collaborators, and our community would feel the impact too. This is the brutal truth of startups: nothing is real until you can touch it. And just like that, THEUNSEEN was gone.
I was faced with a choice: walk away, or fight.
For the past year, I’ve been forced into silence - watching everything I built get stripped away. But through the frustration I always believed that failure isn’t an end. It’s a lesson. And I wasn’t done learning yet.
I believe in THEUNSEEN. I believe it can change beauty for the better. And I’ve spent my entire career doing what people said was impossible. So I made both the hardest, and easiest decision at the same time: I bet on myself. I took my life savings, the money I was supposed to use to buy a house, and I bought my business back from liquidation. Because this fight isn’t over.
And I’m not done. Not yet.
THEUNSEEN is back, but this time, we’re doing things differently. The challenges of the past have taught us invaluable lessons, and now, we’re rebuilding with purpose. We’re still here to disrupt, innovate, and push boundaries - but we’re also making sure every step we take is intentional, sustainable and responsible.
We’re moving forward with a profit-for-purpose model, proving that business can be both profitable and responsible. A portion of every purchase will be donated to causes that align with our values, but we’re also reinvesting back into our own mission - funding innovation, education, and community-driven projects. Because supporting the next generation of creators and changemakers is just as important as giving back.
We commit to price transparency, ethical sourcing, and slowing down production to focus on fewer, high-quality drops. No overconsumption, no empty promises - just thoughtful design, sustainable choices, and products that make an impact.
But most importantly, this is a journey we want to share with you. We’re opening up the process, inviting our community to have a say, and making sure THEUNSEEN is something we build together.
Because everything moves in circles. And we’re ready for another round.
THEUNSEEN EXISTS. And this is just the beginning.
