The story of this turmeric-based skin care line began in December 2015 when co-founders Jaz and Jamil transformed their mutual love for the yellow spice into a business.

Jaz suffered from recurring skin problems and sought a natural product whose ingredients she could understand, pronounce, and trust to work. Cue Jamil, Jaz’s fiancé who was raised in a Bengali family and had been exposed to turmeric-based skin care from a young age. While at a family wedding in Bangladesh, Jamil experienced Haldi: a South Asian tradition in which the bride and groom’s bodies are covered with a vibrant yellow paste that is believed to ward off evil spirits and promise a life of prosperity. It also leaves their skin soft and aglow. Turmeric comprises the majority of the magical paste and is known for its anti-inflammatory and healing properties.

Jaz was sold.

And so Yellow Beauty was born.

With just $400 between them they bootstrapped the business and launched with a turmeric vegan face scrub made with “simple ingredients you could find in your kitchen.” In addition to the star ingredient (the fragrant and powerful yllo root) the exfoliating scrub features chickpea flour, coconut oil, cane sugar, sea salt, vitamin E oil, and essential lemon oil. The Yellow journey began with just a scrub because Jaz and Jamil “felt it was important to test the waters and really validate one product before continuing to build out the line.”

Wanting to focus solely on the ecommerce space to promote Turmeric Face Scrub, they sold it via their online store while simultaneously constructing a solid social presence on Instagram. Their ecommerce-centric strategy worked because retailers (like Anthropologie) found them, approached them, loved them, and introduced the face scrub to the brick-and-mortar retail experience.

Thus far, Instagram remains the most successful platform in reaching consumers and it is no surprise why: Jaz, a product designer by trade, put “the overall look, feel, and experience” of the scrub at the forefront. “Instragram-able moments” were kept in mind during the design process: the minimalistic brown-paper pouch with resealable zipper top looks great against any background, and the golden-yellow powder is an immediate attention-grabber making for a colorful photo-op when applied.

But the best part of this brand does not lie in its commitment to delivering a fun, efficacious, and natural product. Rather, it is their mission statement that really makes Yellow pop.

Jamil and Jaz want to preserve the beauty of the Haldi ritual, but there is an undiscussed and ugly truth lurking behind it. It is estimated that in India alone 47% of girls are married before their 18th birthday. “We believe the Haldi ceremony should be celebrated, and it is tragic that it has to be associated with child marriage. The issue also hits close to home with Jamil’s family—most of the women in his family were under 18 when they got married,” says Jaz.

These two are on a mission to help empower girls around the world and prevent future child brides. Dedicated to raising both funds and awareness, Yellow donates 10% of profits to charities working to end child marriage across the globe. Their website also features stories from “women around the world who have experiences being a child bride or overcoming obstacles associated with child marriage.”

Yellow strives to help girls be girls with the help of “a little yellow root that packs a big punch.”

Now this is a skin care company I can get behind.