If you’re wondering why more beauty brands haven’t created accessible packaging that everyone can use, you’re not alone. It’s enough to make anyone with a disability start their own makeup line.

Which is precisely what Aerin Glazer did.

Launching earlier this month, Tilt Beauty is a brand whose foundation of accessibility and inclusivity puts ease and comfort front and center with each of their offerings. “Growing up with psoriatic arthritis, I struggled with beauty products that felt impossible to use while my friends enjoyed them effortlessly — that frustration sparked the idea for Tilt,” says founder Aerin Glazer on the company’s about page. “How could I create something accessible and covetable?” Glazer saw that most beauty products and their packaging weren’t ideal for those who experienced chronic pain, citing hacks like grippy tape and rubber bands for folks who have trouble opening and using everyday products.