Adiya Dixon Wiggins is a practicing attorney and mother of two, who noticed the the importance of having a shortcut to beauty. A way to apply beauty cosmetics more quickly at home or on the go. She believed that Yubi was born out of necessity. “I had the desire to take Yubi and make it into something beautiful, to bring joy to people through it. To do that, I would have to challenge the status quo and go all in. Hit pause on the law career I had spent a third of my life building, and effectively start all over.”
She also added that Yubi is itself a challenge to the status quo – the rule that cosmetic tools need to look, act and behave in a specific way. It is as surprising and delightful a tool as the journey to create it has been Her mission is to bring the magic of beauty literally at the fingertips of people everywhere. And in doing so she also hope to spread the word that challenging the status quo, while not easy, can lead to beautiful things in your life and the lives of others.