Volition — everyone's favourite new clean skincare brand at Sephora — was cofounded by queer entrepreneur Brandy Hoffman. "One of our top priorities when founding the company was to create a platform where anyone could have a say in creating their beauty and skincare products," she told POPSUGAR. "We believe at our core that the only way to be an inclusive beauty brand is to start with their ideas and share in that process. Our community, their needs, and their creativity are what drive our product development and ensures that an array of voices are represented by Volition."
Evidence of Hoffman walking the walk: she also tapped LGBTQ+ blogger Aja Jones Aguirre to help create the Volition Prismatic Luminizing Shield SPF 50 ($35).