When you choose community over convenience, you're keeping someone’s dream alive — not just their doors open.

A Note On Supporting Small — Everytime.

I'LL KEEP IT BRIEF— IN GROOV was born from a simple mission: to bring balance back to skin through intention, not excess. After 18 years working hands-on as a master esthetician, I wanted to create something small but powerful — a capsule collection that reflects what skin actually needs to thrive. No trends. No gimmicks. Just formulas rooted in care, experience, and deep respect for the skin’s natural "groove". This brand is a one-woman operation — no investors, no grants, no cushion — just my own two hands, my daily grind, and a whole lot of love.

When a beloved, purpose-driven brand like Ami Colé announces its closure, it sends a wave through the indie beauty world; a sobering reminder that passion alone isn’t enough to survive. Supporting small, local indie businesses like IN GROOV isn't just thoughtful — it’s vital! Every order is an act of resistance against a system that favors the loudest, not the most intentional. When you choose to shop local, you're not just buying a product, you're helping a real person keep going. You’re keeping a vision alive. You’re showing that there's still space for beauty rooted in substance, not just scale.

THANK YOU! To the folks who've supported us thus far. It means more than you know. Cheers to supporting local, and investing in dreams you can actually see. And please, always choose community over convenience.