Sugarpill Cosmetics has a reputation for being an expressive and playful cult favorite indie brand with a kaleidoscope of vivid hues. The company’s history is a bit more personal to me—I’ve been friends with founder Amy Doan for years. Before we had met, I heard word that this hilarious woman with Technicolor locks—known as Shrinkle all over the internet—wanted to send me some makeup from a brand she was trying to kickstart. I had no idea it was going to become the phenomenon that it is today. With Sugarpill’s reputation for highly saturated shadows and amazing payoff, there’s no denying that the story behind the brand had to be a lively one. From drag queens to her unadulterated love of cats, Amy shares her journey on what it’s like to launch a makeup brand so beloved online.