How New Canadian Brand 19/99 Beauty is Changing the Conversation Around Age

How New Canadian Brand 19/99 Beauty is Changing the Conversation Around Age

{Photograph} courtesy of 19/99 Magnificence.

“We imagine that age doesn’t outline the way you categorical your thought of magnificence.”

Launching a brand new magnificence model within the midst of a world well being pandemic would possibly sound extremely anxious, however for Camille Katona and Stephanie Spence, the timing allowed them to reiterate the messaging behind their new model, 19/99 Magnificence. “The pandemic hit once we had been about six weeks out from launch,” they inform FASHION through e-mail. “We, together with so many others, had been and are greedy for methods to regulate to our new world and 19/99 could have, greater than ever, a deal with constructing neighborhood and conversations. Whereas what is going on on the planet is devastating, we’re additionally seeing a shift in what we as a society really worth. As a brand new magnificence model, our hope is to have the ability to use this time to rethink what magnificence is all about.”

19/99 beauty
{Photograph} courtesy of 19/99 Magnificence

In a launch, the Toronto-based pair (who’ve each labored within the trade for greater than 10 years) describe the model as making “high-performance, multi-purpose merchandise designed for many who wish to outline their very own magnificence and don’t give a sh*t about what is taken into account acceptable.” The road launched with simply two merchandise – the Precision Colour Pencil ($26) and High-Shine Gloss ($24) – which the pair says was a deliberate transfer to assist fight the surplus waste already hyper-present within the trade. “We needed to problem ourselves to create a restricted variety of merchandise which might be common; that work for anybody no matter age, pores and skin tone, aesthetic and way of life,” they clarify, including that the merchandise had been developed with Canadian make-up artist Simone Otis (who can be the model’s lead make-up artist). “Simone has huge expertise working with individuals of all pores and skin tones and ages, and was capable of assist us develop each of those merchandise to make sure they’re really common. Pink lipstick is a timeless, ageless assertion accent that we felt was an approachable option to introduce clients to the product. All through our time within the magnificence trade we’ve got continuously heard individuals commenting that ‘this purple gained’t work’ for them or they ‘can’t put on purple’. We imagine that anybody can pull off any color, it’s nearly sporting it with confidence.”

Sustainability can be a key focus for the model, with the pair describing their method as “much less is extra.” They inform us, “Our aim is to reshape how we use make-up, with a deal with timeless necessities that additionally enable for open interpretation, creativity and play. This versatility is what can enable customers to create any look they need with fewer merchandise.” On a enterprise degree, sustainability comes within the type of utilizing paper envelopes and newsprint for packaging versus conventional plastics and bubble wrap. It goes deeper, too, with the duo additionally giving again to the neighborhood through a partnership with Nellie’s Toronto that may see the model donate 10 per cent of all of its gross sales to the group. “We imagine neighborhood additionally performs a task in sustainability. We’ve partnered with Nellie’s in Toronto, which is a company that operates packages and providers for girls and youngsters who’ve and are experiencing oppressions resembling violence, poverty and homelessness. Nellie’s is dedicated to social change by schooling and advocacy, to realize social justice for all ladies and youngsters.”

19/99 Beauty
{Photograph} courtesy of 19/99 Magnificence.

On the core of every little thing is a deal with merchandise that work for all ladies, no matter their age. “We imagine that age doesn’t outline the way you categorical your thought of magnificence. Girls are nonetheless being pigeon-holed into age-appropriate behaviours, when fashionable way of life is starting to interrupt down the boundaries of what’s thought of ‘age-appropriate’. We felt that there was a chance to incorporate ladies of all ages within the dialog surrounding magnificence.”

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