Emma got her start styling herself in New York: mixing vintage finds, reworking pieces, and never worrying if it was “right.” Makeup followed the same rulebook (or lack of one). wuv.u was built for that moment: in your best friend’s apartment, under soft lit light, playing with color and figuring it out as you go. Gloss that shines. Color that hits. Formulas that let you mess up, wipe off, and try again. Made with skin-loving ingredients and k-beauty tech. Worn like your favorite vintage tee, it's real, a little undone, and cooler than you meant to be.