SUSAN GRIAK

In 2019 I co-found the brand F Fifty Beauty and came up with the product "F*ck Fifty Botanical Face Serum" with the hope to free people from age-obsession in the beauty category. The name, aesthetic, and all branding were created to be the antithesis of swearing, giving a nod instead to high-end products while simultaneously giving the finger to the needless, and often false claims to "defy aging." The beauty industry has led us to believe that aging needs to be halted and erased. Why? Because it's not beautiful? F that!