About us


More to be enough culture sucks

We’re marketed towards the supposed deficit in the way we look our entire lives, with the implication that if we buy X, Y and Z we will finally (albeit temporarily) be complete. We think that’s bogus. While it’s obviously okay to want to feel good about the way you look, we believe you’re worthy just the way you are — even without purchasing that 10-step skincare routine.

Eurocentric beauty standards are lame

For too long, Eurocentric beauty standards haven’t been serving anyone other than those that fit within their limited confines. The idea of beauty feels unattainable and even when you’re feeling yourself, it’s easily shattered by the simple act of scrolling through social media feeds spattered with aspirational mega influencers. The irony behind this – it’s an even more difficult experience for people of color. Troupe is building a platform that believes in better beauty. We want all faces, body types, and skin colors represented because for too long, the beauty industry simply hasn’t been doing enough.

Young people are worried about money

55% of American millennials have no retirement savings whatsoever and 81% of GenZers say that money stresses them out on the reg. And it’s no wonder! Wages are stagnant and the cost of living is skyrocketing in nearly every metropolitan city across the U.S.

1099 culture leaves workers without resources

46% of Americans work some sort of side hustle to supplement their monthly income, but the gig economy still isn’t providing their labor force with access to resources to save for retirement. People are forced to side hustle to survive but don’t have the tools to actually improve their lives in the long term.

The beauty industry is dated


75% of beauty lovers look to their friends and family for product recommendations before buying. That means big box retailers are benefiting from the recommendations of real people all over every single day. We believe that rather than those recommendations benefiting the executive teams and shareholders of the same companies telling you that you need more to be enough, that money should stay in the communities where they’re made.