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March 29, 2019 3 min read

My name is Marion Groot and I love beauty.

I used to play with dolls when I was a little girl, and it never occurred to me - not once - that I didn’t measure up.

I didn’t compare myself to my dolls. Instead, I built them houses, and I cut their hair, bending their bodies into impressively impossible positions. I didn’t hesitate to leave them outside in the rain, or sit them down to soak for a while, in my macaroni and cheese. I assembled their heads onto different bodies, and made them clothes.

They had incredible, mind-blowing personal stories.

They could fly and climb mountains and breathe underwater.

Nobody told me to look at my dolls, and see perfection. They were not status symbols, or standards of being. They were conduits for one brave little girl’s developing imagination. Small vehicles with which to explore a vast universe of possibility.

I lost that sense of freedom in my early teens.

Mine was not an abnormal teenage experience. My story isn’t special, but it is real - full of discomfort and confusion, piled with hurt. I look back and see a young woman with intense conviction - just trying to find her way. When I discovered that I could liberty spike my hair and wear black eyeliner as lipstick, that sense of freedom returned.

Geared up in my daily armour of combat boots, facial piercings and black makeup, I once again felt unstoppable. Of course, I experienced disapproval, but that didn’t matter.

I felt right with myself. Corrected - like what was on the inside finally matched the outside, and on with life I went.

Beauty gave me access to myself when nothing else could. Later on, when I attended cosmetology school, it would give me access to a community of like-minded freedom seekers - or free agents, if you will - but in the early days, it gave me hope.

This might be a slightly different launch than what you’re used to. We can’t call ourselves Free Agent Beauty and continue to behave like the rest of the industry - even if all intentions are genuine. Why even bother to launch this company - if it’s just going to be another makeup brand?

Instead, this is a launch to challenge launches. One letter of intention is all we really need to begin.

(The marketing jazz will follow, if that’s what lights you up!)

Free Agent Beauty is a conversation.

A place where ideas are more important than sales. It is a place of depth, where art and the truth can coexist.

We’re not any one product, or any one brand.

Rather, we’re a group of experimentalists. We exist to ask hard questions. The kind of questions that most brands feel motivated to avoid - out of fear and stress and industry pressure. We’re a hybrid beauty platform, and our goal is to connect the voices of brands, consumers, influencers, content creators and beauty professionals, so we can have a productive conversation about how to improve this industry.

We’ll use beauty products as catalysts - making them new conduits for possibility.

Action is equally important, so we intend to become the example. We’ll implement solutions, so the industry can’t ignore us (or you). This obviously means we’ll make mistakes, but we don’t intend to make them in the dark.

Instead, we’ll work to lift the veil on what it means to build a beauty company.