At Max Factor, one of the world's most popular cosmetics brands, we decided that if the time had come to redefine beauty and the role makeup should play in it, no one else could do it but women themselves. To achieve this, we brought together Leticia Dolera, Najwa Minri, Luz Casal, Isabel Jiménez, Asha Miró and Edurne Pasaban, and instead of telling them what to say, we listened to them.