Founder & CEO Izzy started the brand in 2017 as she needed a makeup bag to keep up with her hectic schedule working in tech startups in her early 20s. From the gym, to work and then out to drinks, she found herself topping up her makeup in bathrooms and on trains along the way. She needed something that would save her time and protect her cosmetics from grubby countertops, and the original Flat Lay Makeup Bag was born!