Axiology Beauty

When Mexican American beauty founder Ericka Rodriguez set out on her entrepreneurial journey, she started out in the wellness and skincare spaces. Combining that expertise with research on animal testing in the cosmetics industry, she set out to create a natural lipstick formula of her own. In 2015, she launched Axiology Beauty on Etsy with a 10-ingredient lipstick in six shades. The plastic-free beauty line now offers multi-use color creams, balms and sticks in dozens of colors.