You're About To See This Beauty Brand All Over Instagram

Jumping into the oversaturated beauty market in 2017 is a bold move. There are "smart" hair brushes, magnetic face masks, machines that make your dream foundation — sometimes it seems like the next big thing is going to really have to change the game to be a hit.

But then something comes along, seemingly out of nowhere, and doesn't reinvent the wheel, but polishes it to a shiny, pretty, gorgeously-scented finish — and we find ourselves giddy with excitement. Such is the case with

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