New Style Idea

Welcome to Who What Wear Spotlight , where we'll be using our editorial platform, social following, and ad inventory to turn the spotlight on small businesses that need our support now more than ever. Each week, we'll be highlighting a new fashion or beauty company. If you own a small brand and would like to be considered for the program, please apply here . There is an enormous world of beauty products out there. It's endless, so I find I'm drawn to brands that are so small and focused they don't even have products to sell yet. And I swear it's not because of the marketing or even the element of mystery. For me, it's a meaningful mission and the confidence to see it through above all else. That's what's so special about Eadem , the brand-new beauty company from Marie Kouadio Amouzame and Alice Lin Glover, two young women who left their jobs at Google, where they met, to create products for melanin-rich skin. The brand launched with  a blog tha