In 1969, Caryl Baker pioneered the "try before you buy" concept, armed with the ambition to make cosmetics accessible and relatable for all women. In 2013, two Toronto-based millennials, Justin Dumitrescu and Nathan Tam, purchased the company and set out to modernize the brand. It now boasts more than 32 franchised stores and offers 300 cutting-edge treatments, such as microblading, eyelash extensions and advanced clinical facials.