Brands have for so long told us that we're not good enough; not poreless enough, skinny enough, tall enough, conforming enough. RealHer was built on the idea that the thoughts we imbue to our daily makeup rituals can have a profound impact on our confidence and well-being.
RealHer was founded on the idea that, with each application, it can help to inspire the wearer: to be herself, to love herself, to be powerful, to rule the world. It doesn't ask us to be perfect, to be a mother, to be a CEO, to be the perfect beautiful doll, but rather invites us to continue being ourselves, and that which defines us as an individual—and it's liberating.
As part of RealHer's initiave for positivism and empowerment, we donate 20% of all gross profits to the American Association of University Women (AAUW), a non-profit organization that advances empowerment, self-fulfillment and actualization for women and girls through leadership programs, advocacy, education, and research. AAUW has been around for over 100 years, and is a leading, highly respected charity organization.
AAUW conducts groundbreaking research on issues related to gender equity in education and the workplace. Their work influences the national discussion on topics like the pay gap between women and men, sexual harassment in schools and on college campuses, and the under representation of women in science and engineering. Through new and traditional media, targeted outreach to policymakers, and member efforts, AAUW research serves as a catalyst for action.
More and more, brands scramble to market to the millennial woman. It seems the same struggle for the millennial woman to define herself in the global context is mirrored by the brands hoping to define her in order to win her wallet share.
The increasingly metaphysical process of self-actualization for the millennial woman makes it difficult to define her by her “role” in the community.
She is not just a student,
just a CEO,
just a mother. Not every woman is a high-powered executive,
not every woman likes pink,
not every woman diets and exercises.
And even if she is one of these things - a high-powered executive, for example - she may see herself as the student who lived abroad in Paris, or she may see herself as a mother living at home as soon as she can.
By building not only a brand platform, but also an ideal for women to feel a sense of belonging and community, RealHer hopes to redefine our conceptualization of the modern woman in ways that empower them and make them feel confident in their own identity rather than pandering to an artificial ideal.
"I didn’t really think about the question of whether I am a feminist until my little girl’s birth. After Yarie was born, I started research into how - as a father - I could best take care of a baby girl. It was striking to me how complicated it is for a girl to grow into a woman in this society, and how society affects a woman’s life. When she was born, that was the moment I realized I am a feminist, and I want to be a feminist. I want to do whatever I can to make as much difference as possible, as quickly as possible, to help more women. RealHer started as a way to create a better social environment for my little girl."