Intelligent Beauty

Meet the brand on a mission to bring beauty dreams to fruition

Turning the tables on how things are ‘done’, Volition’s co-founders are putting their following first – enabling YOU, the consumer, to tell them which products you need in your life before they do the legwork to make beauty dreams a reality.

Filling the gaps in your skin care collection with game-changing products that meet your requirements – from a mist that deflects the effects of your screen to a polish that calms and refines – {Volition} is forging the future of product development; crowdsourcing concepts for targeted treatments and bringing them into fruition. Designed to disrupt and empower, it’s time you discovered the brand we’re predicting huge things for…

A boon for all beauty enthusiasts, {Volition} consult their expanding community – turning ‘what ifs?’ into fast-acting formulas. With a lead time of three to six weeks (instead of the usual six months), their rapid response to your dermatological crises is putting their brand on the map. 

Founded by two self-professed beauty veterans – Brandy Hoffman and Patricia Santos – who wanted to flip the development process, the concept was simple: instead of dictating to beauty consumers by serving them ready-made serums, why not put the buyer in the driving seat? 

Launched in 2016, the brand’s community of ‘innovators’ pitch their ideas for a game-changing cleanser, a toner that’s based on their grandmother’s never-been-bettered concoction or cream that behaves like a smoothie for skin – then Patricia and Brandy vet recommendations for safety (first and foremost!), feasibility and point of difference, before shortlisting several successful suggestions.

The proposers are paired with a team of technicians to work on a prototype, which becomes a ‘campaign’ on the company’s website. The community then have the opportunity to vote for their favourite campaign and the ones that are top of the pops earn a coveted spot in the brand’s product line-up.

Nothing if not democratic, each ‘innovator’ is named and their story is shared alongside their creation. Transparency is critical – from the brains behind the product to ingredients within it – {Volition} are determined to demystify the beautysphere and honour ingenuity (the innovators earn a cut from every product sold).

Made without any suspicious ingredients – their list of no-nos covers everything from phthalates, parabens and microbeads to hydroquinone, talc and ehtanolamines (to name a few of those they’ve vetoed) – these products are often improved iterations of remedies passed through the ages.

Take the {Turmeric Brightening Polish} for example – based on innovator Anuradha’s family ‘recipe’. “Nothing I could find on the market brightened as well as the homemade turmeric treatment my grandmother passed down and so… I decided to bottle it!”

Or, the all-vegan {Celery Green Cream} dreamed up by green-juice drinker Nastia Liukin who thought “if it’s great for my body, how great will it be for my skin?” (she was wise)! The oil-free hydrator is bursting with celery extracts to plump, purify and balance sebum synthesis – treating skin holistically to feed your cells and boost their overall wellbeing.

Already acquiring Cult Beauty accolades (both the {Strawberry-C} and the {Baobab Essence} have earned themselves 5-star reviews), the range also ticks ethical boxes. Verified by independent tech platform, Provenance, the products we carry are verified Vegan (just look for the icon beneath the ‘Transparency’ blurb on each product description).

We think it’s high time you found out what the fuss is about (or pitched the ingenious product your beauty regime’s crying out for).



Verity Douglas

Verity Douglas

Content Editor

Verity is our Content Editor and a Cult Beauty veteran. Currently on maternity leave, raising Cult Beauty’s honorary ‘word nerd’, Tabitha, she speaks fluent ‘beauty’ and loves nothing more than the marriage of language and lip balm (and cleanser and candles… ad infinitum). Nothing can stop her from quoting Nancy Mitford, treating herself to yet another Bella Freud candle for her desk or buying that pilgrim-esque collared or heavily fringed outfit she’s been eyeing. You can trust her to debunk widespread beauty myths and dispense invaluable advice with ease…