Rashee Gupta found herself in between jobs in 2016. She started a blog, MrsGuptaSquared, and wrote about her past experience as a makeup artist while sharing her knowledge on makeup techniques. Rashee wanted to see more diversity in the beauty industry and offer women of color high-quality pigmented products, so she decided to create her own makeup line after picking up lots of traffic. Rashee took some business classes and did much research. Soon after, she learned about Alibaba.com.