When The Blondedy Ferdinand Shop first started, the beauty industry had pretty set ideas on what girls and women should look like. But Blondedy Ferdinand had her own ideas, too. She believed that beauty was a person’s source of joy, comfort, and self-esteem. It was what you liked about yourself, and what made you feel good. Her beauty products, she believed, were more about a daily ritual of self-love instead of the false promise of slimming and anti-aging that the industry pedaled. She didn’t want to create products to make women look a certain way – but to help them be the best versions of themselves.