When we were younger, the beauty world we were drawn to looked very different to what we are building now. And so did we. Our skin was different. Our goals were different. Our ability to bounce back from a night out was, frankly, very different. The brands that excited us were bright and loud and fun. They made getting ready feel like an event, and we loved that. We lived it. For a long time that world felt like exactly where we wanted to be.
But we grew up.
Not away from those brands. They are still doing what they do brilliantly and we have a lot of respect for them. But we grew away from what we needed from them. Our tastes changed. Our lives changed. The things we wanted to feel when we opened a product changed. And somewhere along the way we realised that the brands we had grown up loving were no longer speaking to who we had become. Not because they had changed. Because we had.
When we started building HACH we were not trying to reinvent anything. We were just building something for ourselves first. For the version of us that had outgrown what was out there but had not yet found what came next. That felt like the most honest place to start.
HACH is dark. Moody. Quiet. The imagery we choose, the words we use, the way we show up, all of it is deliberate. This is genuinely who we are now. And we made a decision early on that we were not going to build something that did not feel like us just because a different version might have been easier to sell.
So we stopped asking whether HACH was cool enough and started asking whether it was honest enough. Whether what you saw on the outside matched what was actually inside the jar. That question changed everything for us. If something did not feel true to who we are it did not make it through. Simple as that.
We rejected the blueprint. Not because it is wrong. But because it is not ours. And if the right people find us because of that, the ones who were tired of being sold to, who wanted something more considered, then we built exactly what we set out to build.
Sibel & Michelle 🖤