When R+Co was founded in 2014, the idea was to create a fun, cool brand that was different than what was currently on the market. The Miami-based brand is a subsidiary of Luxury Brand Partners, which owns and operates several beauty companies. Luxury Brand Partners’ founder and CEO Tevya Finger says the company likes to stay ahead of the curve. “That's where the name R+Co came from—R stood for rogue,” Finger says. When R+Co launched, Finger says sustainability just wasn’t really on anyone’s mind.