Recode/Reid Wilson founder Reid Wilson says he built the foundation of the brand around his passion for food.
He’s also the creator of an app that lets people see and share their favorite recipes on Instagram.
Wilson, a food and technology writer, launched the foundation in 2012.
The company now has nearly 500 million monthly active users, according to the company’s website.
He says the idea of making foundation cream came from a time when he felt frustrated with the lack of products made for the everyday.
“I think it was like, we’ve got a problem with what people wear and what they need to eat.
And then I started asking myself, what can I do about it?”
After trying a lot of different things in the past, he eventually settled on a cream formula based on ingredients like soy lecithin, vitamin E, and vitamin E-rich plant oils, like rosemary.
The formula was so good that Wilson’s wife, Katie, says it’s a perfect match for her husband.
“He just loves everything with rosemary,” she said.
“I think he loves it for everything, but he loves rosemary as well.”