Our Mission

We are dedicated to furthering the cruelty free movement and donating profits to animals in need. Beagles are the preferred dog used in animal testing, but we want every animal to be saved from this practice. So if you love animals like we do join our mission and make every purchase count. Helping our furry friends just got as easy as buying makeup.

Matoaka Winters, Founder

Matoaka is a DOG MOM. Her love for them made her want to do more to help them. Her love of beagles opened her eyes to how much animal testing is still happening and that beagles are the breed of choice because of their gentle nature. She started buying cruelty free brands but increasingly found it difficult to discern what corporations were still testing. She decided to start a brand that will help end this policy, use profits to help our furry friends in need, and make humans as cute as their pets with a new line of mascara, lipstick and eye shadows.

Penny, Chief Beagle Officer

Penny leads our commitment to supporting animal causes and ending animal testing. At just one, she was slated for euthanasia and was saved by an incredible foster organization. She turned that experience into her life’s purpose to help more animals in need. As CBO, she embodies our values of kindness, empathy and looking super cute. She symbolizes our dedication to compassion and our fight for a better future for all animals.