Introducing my brand, now known as Pretty Selfish Co., formerly ELLE EFFECT BEAUTY CO. Pretty Selfish Co.

Backstory: I started EEB during a tough time in my life when I realized I had lost touch with myself. Even though I seemed to have it all, I constantly found myself asking, “Who am I?” and coming up empty. EEB became my creative outlet, a way to reconnect with the simple joys I once loved, like lip gloss. It may seem trivial, but wearing my favorite gloss made me feel beautiful in a way I couldn’t quite put into words. Then, with the onset of COVID and masks, it felt like I had to hide that little piece of me, and I started neglecting my self-care.

As I began to rediscover who I am, I realized I didn’t want to be defined solely by my roles as a friend, wife, sister, and so on. I needed to find my identity beyond those titles. I had been so open and available to everyone else that I forgot to prioritize myself. EEB is more than just a brand to me; it’s a reflection of my journey and my vision for reclaiming my sense of self. It’s something that weighs heavily on my heart, and I have a clear idea of what I want it to become SO HERE’S to being PRETTY SELFISH, entering into my SOFT GIRL ERA