A Makeup Brand For Women From 19 To 99 Throws Rules Out The Window

Expanding up, small women and younger gals are fed trend and attractiveness “rules” to stick to: Do not wear purple lipstick if you have purple hair. Bold eyes with daring lips is a no-no.

And as we get older, the policies get much more intense as we get older. No colorful makeup after a sure age. Undoubtedly no shimmer. Considerably less is greatest.

Luckily, 19/99 Natural beauty is listed here to call B.S. on those foolish regulations. The brand’s founders, Camille Katona and Stephanie Spence, have produced an inclusive elegance brand name that invitations ladies of all ages to play with blue eyeshadow, vivid pink lipstick, even crimson eyeliner.

19/99 began as Katona’s graduate faculty thesis project, and her exploration showed that girls have been weary of being pigeonholed into any particular actions based mostly on their age (can I get an amen). And they’ve produced a manufacturer that really would make all ladies come to feel welcome. What a delight it is to see lines on model’s faces!

The vibe is interesting devoid of currently being exceptional, and age-inclusive without having becoming patronizing or frumpy. Most importantly, the solutions are substantial-high quality and earth pleasant ideal down to the packaging.

True story: I attempted the minimal edition Precision Coloration Pencil in Zold a short while ago when visiting Ventura, CA. The merchandise went on so smoothly and lasted all day with no smudging, which with my oily eyelids is saying a little something. And whilst procuring at Buffalo Exchange, 1 of the 20-a little something staff requested me, “Are you sporting green eyeliner?” When I explained certainly she stated, “I am obsessed with you.” I’ll choose it!

With all the adversity women of all ages deal with, why make makeup a rule-subsequent, stressful endeavor? Katona and Spence are right here to fortify the strategy that makeup ought to be enjoyment, and that it is for everyone, no make a difference how previous you are.

I caught up with Katona to talk to a lot more about how she and Spence met, which items she suggests trying 1st, and an remarkable new launch!

How did the two of you meet? What is every of your practical experience in the make-up business?

“We’ve been functioning collectively in magnificence for in excess of 10 several years. We both of those enjoy style and have generally employed makeup as an accessory. We fell into the field via our very first work at Chunk Natural beauty exactly where we satisfied. I was in charge of Bite’s Instagram correct when the app introduced, and we opened Bite’s very first Lip Lab in Soho in 2013. Stephanie went on to execute Bite’s Lip Lab retail outlet roll out even though I continued to get the job done on Bite’s written content and digital method.

We then worked with a Shanghai based model, Purple Earth, launching them in the North American marketplace at shops like Concentrate on, City Outfitters, Revolve and Madewell. From Chunk we realized how product or service was made, about color as a result of functioning with prospects customizing shades of lipstick, and natural beauty retail as a result of performing with Sephora as an exclusive retailer associate. With Purple Earth, we learned about world-wide provide chains, and what it can take to start a manufacturer in the North American sector.”

Why did you determine to make a manufacturer for all ages?

“19/99 Beauty started out as my put up-graduate thesis task. The model aims to modify the prevailing youth-targeted narrative of our tradition by challenging the latest natural beauty norms bordering a woman’s age.

We have been operating with many girls more mature than us that we did not see represented by makes, everywhere. We ended up also becoming specific with ads for eye lotions and anti-age solutions in our twenties and observed an chance to change this flaw-focussed narrative in natural beauty. Age does not dictate who you are, your tastes or your tastes, and absolutely not how you sense about natural beauty. Makeup really should be liked, no issue what age.

Approaching beauty this way would seem pretty intelligent. Why exclude a huge and affluent population of more mature ladies? I’m curious if you can share any market exploration that supported the positive aspects of concentrating on all ages?

“1 in 4 People in america is a lady over 40. That statistic was enough of a beginning level for us!”

Can you share any reactions from shoppers who could value your age inclusivity?

“When we introduced our Wasser Precision Colour Pencil, a shiny blue, we photographed the shade on each young and older ladies. We received e-mails from women in their 70s indicating they made use of to use blue and hadn’t in many years, but our imagery influenced them to attempt yet again. It is so enjoyable for us to acquire messages like this since our over-all target is for individuals to come to feel empowered to convey them selves any way they want, no matter of age.”

How did you choose to aim on all ages somewhat than a individual generation like Gen X for example?

“Through our analysis, we understood that individuals really don’t want to be pigeon-keep into age-ideal behaviors. In the electronic age we are all related, and as we age we really do not fall out of contact with development and tradition in the way that our grandparents technology did. Natural beauty is common, and there is no explanation products that are savored by a 20 calendar year old simply cannot be loved by an 80 calendar year old—especially when it comes to colour cosmetics. We dream of a era of grandmas in blue eyeliner and we truly feel that this is the place issues are headed—the idea that you do not have to have to alter who you are, or how you current on your own, as you age.”

Which of your products and solutions would you propose as an entrée into your offerings?

“A Precision Color Pencil, Precision Spotlight Pencil, and our Lash Tint Mascara! The pencils are quite functional, and can be employed on the eyes, lips or cheeks as eyeliner, lipliner, lipstick, eyeshadow, blush, or even contour. We suggest selecting a universal shade like Neutra to start off, and have on as a lip color, eyeshadow, and attract a few lines on the cheeks and mix with finger tips for blush. The Precision Highlight Pencil is a good device for bringing mild to the eyes—use on interior corners of eyes, together lower lash line and on brow bone. Our Lash Tint Mascara has been a best-vendor considering that we released it – it’s a tremendous delicate daily mascara that creates the overall look of freshly tinted lashes.

More mature gals are from time to time recommended not to use bright colours when it arrives to make up. What do you believe about that?

“We strongly disagree with this idea. We really do not believe in guidelines when it will come to natural beauty (and exact for manner). It’s principles like these that have produced natural beauty become so prescriptive, and that is anything we are trying to split down by generating easy-to-use, multi-use applications that make it possible for you to define natural beauty on your very own conditions. For some, that may possibly be blue eyeliner and a daring orange-purple lip and for others an understated make-up glance can give you all the self confidence in the environment.”

I have green eyes, can I nonetheless use your awesome inexperienced eyeliner?

“Absolutely! Stephanie has red hair and has been told not to don pink lipstick—we strongly disagree. A person built these silly policies, and at the stop of the day it’s just make-up, if you don’t like it you can wash it off.”

Any thrilling future developments or launches you’d like to share? Everything else we should know?

“We are about to start Cream Emphasize and Contour Sticks. They are super intuitive tools for developing shadow and light on the confront, and accentuating the characteristics you want. They are super creamy and blend-equipped, creating them friendly for textured, experienced pores and skin.”