Turns out, if one person is thinking it, so are millions of others. It's precisely this untapped resource of innovation that beauty brand
wants to tap into. "We realised the consumer was brought into the process way too late," says co-founder Patricia Santos. "Consumers are intelligent and they know what they want; so why not have them tell us."Having worked in venture capital for years, Patricia was used to hearing pitches for incredible new innovation, only for the ideas to become stagnant for lack of funding.
"The industry, as a whole, has been so slow in addressing representation in a meaningful way," adds Brandy Hoffman, co-founder. "It is unacceptable. Volition serves as that platform to launch their dream product and have a say in what they want to see made available. They are celebrated as Innovators with ingenious ideas and they share in the revenue...as they should.