Everybody wants “youth.” As in a youthful feeling – ready, optimistic, energetic, in control… all expressed by that great big toothy grin.

So being rebellious when it comes to the status quo, Obvi asked themselves, “why do all the products that supposedly help us look and feel youthful, seem so old, cold and clinical?” These dusty-looking things made getting better seem like some awful chore. No wonder it’s hard to get started. It’s no fun.

In the beginning, Obvi thought they were making super-high quality, crazy-researched products for younger people. It turned out, they were helping all kinds of people express a younger mindset.