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When Ericka Rodriguez couldn't find a lipstick that didn't harm her, animals, or the planet, she was just trying to solve a personal problem. But, when she tried vegan or cruelty-free lipsticks, she was let down. They just didn’t deliver the way the mainstream lipsticks did. “Why isn’t there good makeup that doesn’t harm me or animals?” she wondered. And thus, Axiology was born.