Hello Beautiful! is now called Beautifēk Beauty. One of things our team talked about when discussing and creating a new brand name was how we wanted the purpose, the mission, and the overall philosophy of our brand to remain the same. That is that every woman is beautiful and ultimately that beauty comes from within. Below, our founder Sylvia Burlock, has written an open letter about the meaning of our new name.

Beautifēk was born from the fusion of two words… beatific, a derivative of the Latin root beatificus meaning "making happy,” filled with joy or blessed, and the French word béatifique. Together the combined meaning of these words is… to be beautifully blessed or to be blessed with beauty.

The story of Beautifēk is embedded in the idea that this beauty is first found within as an intrinsic part of oneself and then expressed in an outward way. In others word, it is beauty from within. But what is real beauty? As Proverbs 31:30 says, “Charm can be deceiving, and beauty fades away.” The beauty that fades is the one of artificiality, one that lacks substance, and is without a true sense of joy. But a true beauty comes from a gentle and quiet spirit, a nature filled with love, joy, peace, thankfulness, and self-control. These are the ideas that Beautifēk is rooted in.

It is uncommon for most cosmetic or beauty lines to talk about inner beauty or the everyday routines and casual living that make us who we are.

It is in these moment that you find Beautifēk. A place where you have joy in who you are because of whose you are. Where you realize you are blessed. Where you realize your outside is just an expression of the radiance within. Where you can smile in the mirror, bashfully at times, but assured that the opinion of others has no effect upon your view of yourself.

So beauty world, say hello to Beautifēk.