Aja Frierson launched Habit in 2013 with the goal to build an inclusive clean beauty brand, and to create the all-around best clean makeup products. Aside from creating an inclusive color range, they annually contribute 1% of sales to Summaeverythang Community Center, a non-profit founded by visionary multimedia artist Lauren Halsey to provide fresh produce to Los Angeles neighborhoods affected by food apartheid. They've also partnered with 1% for the Planet to donate 1% of sales to The Ocean Cleanup, an organization dedicated to clearing plastic from the world's waterways.