Rebecca Morrice Williams set out to create foundation products that were more effective after being dissatisfied with what was available on the market. She worked unsuccessfully with a local chemist for a couple of years before joining forces with friend and mentor Steven Schapera in 1996. From 1996 to 2000 the first BECCA products were developed. The products were first accepted into two of the world’s most prestigious cosmetic retailers – UK’s Space nk and New York’s Bergdorf Goodman with laboratory samples only. BECCA was launched in the United Kingdom in October 2001, New York in January 2002 and Australia in mid-2002. Rebecca sold BECCA to Estee Lauder Group of Companies in 2016 for over USD 200 million. Rebecca has no ongoing role with BECCA and is currently working on a new business idea which combines her love for fashion and ballet.