Ever had a beauty idea and thought 'why doesn't this exist?' - this company could make it for you (and split the profits)

Turns out, if one person is thinking it, so are millions of others. It’s precisely this untapped resource of innovation that beauty brand Volition wants to tap into. “We realised the consumer was brought into the process way too late,” says co-founder Patricia Santos. “Consumers are intelligent and they know what they want; so why not have them tell us.”

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