Because your beauty products should work.

Discover The Aloe Nourish Sheer Tint Foundation

Made by 14e Cosmetics, this product is a clean beauty must-have.

Summer + Butterfly Claw Clips = Perfection

Our eco-friendly Butterfly Claw Clips will keep your hair pulled up & back all summer long.

'Effi' is short for efficacious.

For those that are new to beauty products that *actually* work, we're here because we got tired of the false promises that so many beauty and skincare brands make. Plus, we think it's important to use clean ingredients & to care about the stuff we put on our biggest organ (everyday).