Makeup brands aren’t exactly known for being the most inclusive and diverse. A quick look at ads, commercials, and even the colors offered for foundation, and you’ll see a lot of women who look like a lot of the same. So when a makeup artist friend turned to Burak Ozcan to start a makeup brand, the big challenge was: “How will we create diversity and be different and fun?”

“We wanted the brand to speak to any woman on the planet who is strong, confident and comfortable with her face,” explained Burak.

To get started on the project, Burak began brainstorming how to achieve an all-inviting image and voice for the brand—something that would highlight the fun vibe of the makeup but also be different than what’s already out there. That’s when the idea for a space theme came into play.