From statement necklaces to local trunk shows, direct-sales biz Stella & Dot keeps gaining momentum. Now, as announced over the weekend and first reported on by WWD, the San Francisco–based brand—it prides itself on being “inspired by, created for and run by strong women”—is expanding into color cosmetics (it’s available now!). The announcement comes three years after the inception of Ever, which had previously been focused on only skin care.
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Coined a “low-maintenance color collection for those with the highest of standards,” EVER Makeup‘s goal is “to enhance your natural beauty in just a few minutes, with just a few products.” There isn’t an overwhelming amount of SKUs, but what the company describes as a tightly edited line that kicks complication to the side and succeeds in delivering the almighty time-save. Even better, everything is made from clean ingredients, antioxidant-packed and comes with a kind of paint-by-number tutorial so you literally cannot mess up application.
The lineup: WHIPLASH Speed Volumizing Mascara ($25), a lash-conditioning, buildable mascara; the two-shade range, talc-free OUT THE DOOR Cheek & Eye Palette ($68); the nude-centric FLASH Power Plumping Lip Glosses ($29); makeup brushes starting at $29; and the April-released FRAME Precision Brow Pencil ($24), a long-wearing, smudgeproof micro pencil.
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