From the desk of Prime CEO Tatesha Robins. About the pro-age revolution, the DNA of healing in make-up, and how Prime is renewing its vow to serve women over 50. 

It was a visceral feeling… 

More like a calling in the soul, than a brand concept or idea. 

Because 12-year old me did not understand positioning and products. 

All I saw was my mother’s best friend, sobbing in my dad’s office. 

Crying in horror.. Not because she had been handed a diagnosis of breast cancer (Which she had.. My father was an oncologist). 

But because the interventions and treatments available would strip her femininity away. 

She would lose her hair, her brows, her eyelashes. 

And unfortunately, make-up was not meant to heal. It was meant to hide. It was meant to “mimic” results with chemicals. Instead of trying to affect real, positive change. 

That was the first time I felt the plight of women who struggle with life-altering turning points. 

Be it cancer. 

Be it menopause. 

Be it aging. 

It wouldn’t be the last. 

The next decade embedded a sense of purpose in me. The desire to create products that celebrate beauty at any age and stage. And equip women’s bodies to heal from the trauma. 

So they don’t have to chase “normalcy”... or “youth”. 

They can re-define looking good, on their own terms. 

And in early 2020, Prime Causemetics was born. 

The result of years of interviews, research, lab work, test and focus group discussions. 

Insights from modern psychology.. Tales told with real tears… 

Me and my team… we were determined to: 

• Find what brings joy to women challenged by their age (or their own mortality). 
• Present these transformations, in a healthy, body-sustaining way through clean ingredients, effective blend of bioactive nutrients, and life-affirming education.