Hunter Grace has been appointed to launch Volition. Following a successful US and Canadian launch into Sephora the brand debuts its best-selling clean, vegan and cruelty-free skincare formulas exclusively on Cult Beauty. Volition is the first consumer powered beauty brand. With the mission to be collaborative and transparent in innovation and to create a revolutionary product development process that puts consumers first.

Volition selectively solicits ideas from beauty-invested consumers. By competitively evaluating within the beauty community at large—measuring desirability, uniqueness and demand every step of the way. When ideas make it to the voting stage, its “innovators” are partnered with top labs and chemists across the USA to create dream products.