Half Caked is owned & operated by 2 sisters living in Tampa, Florida. Since we had to share everything growing up, it was only right that our name was split in half, too! Our company opened shop on the sweetest day of the year, Valentine's Day of 2016. We launched with our unique mousse-to-matte Lip Fondants, which are not only delicious, but last all day without any touch-ups. It's true love! Our goal at Half Caked is to serve you on-trend, wearable & fun beauty products (and accessories!) with packaging and formulas that will make you feel some type of way. We can't get enough of the glam and ever-evolving makeup world and hope you love everything we dream up for you. Everything is 100% certified cruelty-free. To our Vegan friends, don't fret! Our products never include animal derivatives.