THE CRUSHXO STORY.
The CXO journey began where most journeys do – at the beginning. Motivated by all things beauty, we were inspired by the transformative qualities of makeup and what it means for women. Historically speaking, women have been using makeup to establish and express their power, femininity, and creativity since before the era of Cleopatra. It’s not a coincidence, these ladies were on to something: A flick of inky black eyeliner can be a flirtatious finishing touch, a sweep of pearly powder an expression of radiant youth, and that swipe of red lipstick? It’s not just a pop of color, it’s the confidence to carry you through that work presentation or nerve-wracking blind date!
OUR MAIN INGREDIENT IS GOOD VIBES.
Whether you take pride in your multi-tiered kit of powders, pots, tubes, and palettes, or in your pared-down ritual of a few go-to products, there is something to be said for how a woman puts her face forward – and that power is undeniable. At CXO, we wanted to explore that magic by integrating a different kind of power ingredient, crushed gemstones. Now we weren’t just using shiny, glittery gems to make our products that much more radiant (though, that is definitely a bonus!) these special stones contain conventional boosting and healing properties, so we are essentially empowering the products that empower the women who wear them.
LET’S NOT STOP UNTIL WE CHANGE THE WORLD.
But we didn’t stop there. Once we figured out how to impart good vibes into our ingredients, we wanted to make sure that the wearer could be empowered to not only crush what holds them back, but to contribute to the greater good on a global level – and not in a faceless way. This meant recruiting a roster of fierce ambassadors who aligned with a specific cause and women-focused nonprofit. We worked closely with our ambassadors and our partnered nonprofits to establish specific goals for each, so that every person who purchased a CXO product could feel like they were a meaningful part of this effort.
We know we said this story started at the beginning,
but the real beginning starts here.