So in 2010, after turning his career toward home fragrance and visual installation (think Bergdorf Goodman window displays and immersive event design), he shifted his focus to an artisanal enterprise reimagining the future of fragrance. While working in product development for a large cosmetic company, Little felt as though every aspect of mainstream beauty-from manufacture to marketing-lacked authenticity, that essential tenet of longevity. Little launched his Heretic line in 2016, but the seeds were sown long before the clean beauty crusade gained traction.
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