After seeing countless beauty products fail (and realising this was due to the fact that consumers were brought into the process too late), in 2016 Brandy Hoffman and Patricia Santos launched Volition, a brand that allows (and encourages) consumers to lead the brand’s products and formulas by submitting ideas. These pitches are then paired up with labs, developed alongside the consumer (or as they like to call them, the innovator), which then goes up for vote on the brand’s website. The winning products earn a spot in their tried-and-tested product line up, and on your face. Each and every one of Volition's formulas are certified clean, and are free from parabens, sulfates, and animal cruelty.