A Creative Catalyst Becomes a Kind Lipstick

What started as a disturbing discovery became Axiology founder Ericka Rodriguez’s greatest creative catalyst: she’d been buying the same mascara since she was 13, and when she glanced at the cryptic ingredients, she couldn’t understand a single one.
A long time vegan for compassionate reasons, Ericka began researching her makeup ingredients and was astounded at what she found. Not only were the chemicals completely unnatural, but most were tested on animals.

In Ericka’s own words...

“Before this moment, I didn’t think animal testing was still in existence, but it sure is. It’s estimated that 100,000-200,000 animals such as bunnies, guinea pigs, and mice suffer and die just for cosmetics testing every year.
I would like to be clear about something; testing cosmetics on animals doesn’t mean they are putting a bit of lipstick on bunnies. These animals live their entire lives in isolation, enduring suffering and torture.”

From Making Better Choices....to Creating a Better Choice for People & Animals


As if that wasn’t enough, Ericka also learned that this process continues to thrive because every time a new ingredient is formulated, the chemicals are tested on animals. This endless cycle of cruelty moved her to do something bigger than just change her personal choices.

“At first, I was determined to support only natural, vegan, and cruelty-free products. I focused on the quality of ingredients, the performance of products and the ethical nature of the companies. When I researched companies that had these qualifications, my search results fell short. I couldn’t find brands that were hip and luxurious and also possessed an ethical component. That’s when I decided to start my own.”

200 Formulations to Perfection

Axiology was born in Ericka’s kitchen, where she strictly used only vegan and natural ingredients. It took 200 formulations before she got it right, and the final formula comprises of only 10 all-natural ingredients that you can find in your own kitchen, like coconut oil, avocado oil, and orange essential oil.

“Axiology is also exceptional because we’re on the forefront of color formulation—we create blendable, buildable colors that go far beyond your typical “hot pink” or “fire engine red.” Our hues have a tremendous amount of dimension—so much more than what you might imagine an all-natural product might have.”


Best of all? Natural ingredients like the one’s in Axiology’s formula are never tested on animals, because they don’t need to be—they’re already deemed safe for consumption.


Learn more about Axiology’s recycled packaging from Bali and our ongoing support for the Orangutan Foundation.

Erick Rodriguez

Originally from California, Ericka lives with her entrepreneur partner in Bend, Oregon. In her spare time, she volunteers at her local shelter and goes mountain biking in Oregon’s wilderness.