WE HELP BRING INTENTIONAL PRODUCTS TO LIFE WITH
Meaning & Purpose
Apt: appropriate; suited to it’s purpose
Make it stand out.
Out of the box ideas and solutions excite us the most. We take on a creative approach with each product we design.
Being ahead of the game is where we like to start. We love pushing and breaking boundaries with our products.
We expect all of our products to perform, period. We are proud to create products that do what they are intended to do.
We see and hear everyone. We draw inspiration from different cultures and ethnicities all around the globe.
We like to look after our environment. We like sourcing ingredients and materials that are safe for consumers and better for the planet.
We are developers with a deep passion for creative and innovative products
OUR FOUNDER
Kay Kazmi
Kay Kazmi is a California based Product Developer in the Beauty & Lifestyle space. From a young age, her multicultural upbringing influenced Kay to be drawn to unique aspects of beauty and creative expression. Known to be creative and curious, Kay obtained a Bachelors in Entrepreneurship, then graduated with honors from FIDM’s Beauty & Marketing program. Since then, she has used her creative talents to launch world class products in the beauty space for brands like Smashbox Cosmetics.
After years in Product Development in cosmetics, Kay started shifting her interest into clean beauty, skincare and holistic wellness. Kay has been on a mission to improve quality of life through products ever since, applying her knowledge of product development in the creation of new, modern and creative lifestyle products.
