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Beauty is not a static standard, some preconceived, globally acknowledged bar that once reached, earns you your “beauty wings.” No, on the contrary, beauty takes many forms. It's an idea, a feeling, a sense of satisfaction, of empowerment. It's gratification meets compassion, emotion meets feeling, biology meets chemistry. It's an energy that knows no bounds. It’s vivacity and vitality. It's glamour, charm, flamboyance, and confidence. It's so powerful, so intoxicating, that despite its omnipresence, even a glimpse of it can leave you breathless.

 

It’s that pervasive energy, that dynamic, capricious fluidity, constantly shifting and evolving, that personification of humanity, of YOU, that we can't help but see as no coincidence. Beauty is in each and every one of you, and it's that YOU-ness; that YOU-factor; that one-of-a-kind, existential ingredient that fuels this movement. A movement away from the international beauty conglomerates' bottom-lines and back toward the rightful center of attention, you. This is a new dawn, the beginning of an era rife with budding motivations, you-centric not profit-centric. Motivations fervently focused on experience, on leveraging innovation, and harnessing potential. At TFR Beyouty, we are resolute in our drive to be the rock, the foundation, the springboard, there to help you not just mine your YOU-element or even just polish it, but place it, display it, illuminate it, right there center stage, in our name, in beauty itself.