Hi friends,

One of my recent posts on LinkedIn went a little viral (12K impressions and counting!) so I thought I’d share the story with you too. People couldn’t believe this...

$37,500 for foundation!!

That's how much it would have cost me if I had gone with a manufacturer.

Minimum Order: 1,000 pieces per shade (and this is considered a "small run")
Shades: 15
That's 15,000 pieces
At say $2.50 per color, that's $37,500!!

This is nothing for big beauty! For me, no way. So, I started learning to make cosmetics in my apartment kitchen in 2013. I watched every Youtube video I could find, checked out books from the library on "making cosmetics", and made such a mess that my roommate kicked me out.

After a lot of trial and error, I scaled Axiology and started building out my own lab—first in a small 150 sq ft office and now in a GMP-certified lab, making everything fresh and with full transparency of ingredients.

This is cool because I was able to find a way to break into beauty by building slowly! I recently went to a beauty seminar where they said you need $2 million to launch a beauty brand. I don't have $2 million but I am willing to be resourceful and gritty. 11 years later, Axiology is still going!! We even make our own Fungdations—foundation with adaptogenic mushrooms in 15 inclusive shades!

This foundation represents 11 years of grit! Try it!! SHOP FUNGDATION

XOXO,
Ericka Rodriguez

Founder, Axiology

me in the Axiology lab!

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Axiology

$37,500 for foundation!!!!