The Makeup Brand That’s Trying to Simplify Your Life Is Launching at Sephora This Week
By Liz Ritter, Executive Editor |
“I’m always juggling work and taking care of my baby. I need things that make my life easier.”
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Kapahi’s light-bulb move: Create a magnetic stick (no spill!) makeup line that really does make things simple. “I wanted all my products to fit in one small bag and to come in the same sleek format that I could apply quickly.”
“Originally, we decided to create a unique custom line of products that simplified use with high-performance formulas in stick form, then we thought about the application. We wanted to give the consumer all of the tools she needs in a hygienic, convenient way. So, our tools are housed in the end cap of our pencils and crayons. The refillable aspect came when I realized how much time is spent cleaning makeup brushes. I love that our tools can twist on and off easily for refill or replacement whenever needed."
This week, the line (it ranges in price from $24–$34) launches on Sephora.com with star products such as the primer-meets-mattifier-meets-makeup-perfector Magic Mattifying Balm & Blotting Sheet Duo ($34), and a Beauty on the Fly Mini Contour Travel Set ($28). More new offerings are also in the works for March.