KaLex has a motto “Self expression is the beauty to expansion”. Why is that our motto? Although we advocate enhancing and revealing our inner beauty, it’s about showing who are through makeup. Makeup is a form of art. It isn’t just about adding definition to the beauty that’s physically obvious. Are you a person who enjoys pastel themes or rainbow inspired looks? Does it make you happy or remind you of a painting you love? Exactly! Express and show who you are through makeup.