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Attractiveness Pie Will Forever Change the Way We Buy Makeup products

The beauty business is constantly evolving to bring us new products, more Instagram-worthy product packaging and swoon-worthy innovations. Amen for that. But the way we all buy beauty products hasn’ t changed much. We possibly spend happy hours wandering the isles of attractiveness retailers or order online— both involve visiting the retailer and paying for that retail markup (which uses around 12 times what the actual product cost). Yet Beauty Pie is about to change all that. Think of Beauty Cake as a Netflix-level disruptor that brings in the same kind of feel-good-about-your-product transparency as Everlane . Rather than pay for crazy retail markups and luxe personalisation, with Beauty Pie you can buy high-end cosmetics at cost— like, under $5.

The game altering cosmetics company comes from the savvy beauty brain associated with Marcia Kilgore— the founder of industry kingpins Happiness and Soap & Fame — who, inspired by the radical cost openness of e-tailer Everlane, which publishes exactly how they figure out the price of each item, wanted to bring the same savings plus tell-it-like-it is ethos to good quality cosmetics. With Kilgore’ s killer resume, she was able to call on the best of the greatest in luxury and high-tech skincare around the world to get the highest quality products and low manufacturing costs. So what exactly does which means that? Basically Beauty Pie grabs makeup from labs all over the world and then slaps the Beauty Pie label on it. “ I really like the ease that comes with total transparency, because the focus will be then on doing the very best in product development, formulation, component engineering and skincare, and bringing the best quality product for the customers— no budget barred, ” Kilgore told Allure . “ It all becomes actually simple. It’ s not about margins, it’ s i9000 about marvel. ”

With Attractiveness Pie, you have two ways to buy. First, you can pay store price, which is pretty competitive ($38 for a highlighter, $24 for a range of mascaras, $25 for a luxe lipstick). Or even for a $10 a month subscription, you can become a member and buy all of your goodies at cheaper cost (that’ s $5. 84 for that highlighter and under $3 for both the mascara plus lipstick). Both buying options practice the cost transparency the particular brand was founded on, showing exactly how much it costs for your product and packaging ($1. 83 for Uber Quantity Boost mascara), warehousing the product ($0. 22), and the models of product safety and testing ($0. 01). “ Let’ s just say I’ ll never pay out $30 for a mascara again, because ours are just of the same quality, if not better, ” says Kilgore.


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To understand how this kind of sorcery is possible, you have to look at how makeup is made. Within the beauty industry, there are only a handful of makeup manufacturers, which usually produce cosmetics for huge ranges of brands, through high-end splurges to cheap steals (which is exactly the way we get so many drugstore dupes)— the designer lines may use a little more pigment or some higher quality ingredients, however the formulas used by each manufacturer are pretty similar.

There is one catch: Subscribers are slammed with some spending restrictions. To keep beauty fanatics from scooping up the whole beauty pie and opening their own Kylie-inspired retail pop-ups, subscribers are limited to spending the equivalent of hundred buck in retail prices— that’ s only for lipsticks per month, for example— which, for beauty addicts, might actually be the wallet-friendly blessing in disguise. The good news is, if you don’ big t hit your max, the difference rolls over to your restrict for the next month. “ If you do the math, you’ lmost all see you’ ll be saving a bundle, ” states Kilgore. “ And it is SO. MUCH. FUN. ” With the easy deal like that, signing up for a full year (though that can be done month-to-month memberships) is a no sweat last minute gift choice. No judgment if you keep the free bag of treats you get for signing up as a gift for yourself.

If Kilgore’ s history is any indicator, this is just the beginning for Beauty Pie. The company can be planning to launch 300 new products next year, and Kilgore states they have a string of collabs in the works. Yet at the end of the day, she answers to the cool girl social golf club she’ s helped to create. “ We’ re starting new categories, working on accessories and beauty tools plus hair care, ” Kilgore says. “ We’ lso are getting our members involved, listening to what they want, and getting them a bigger piece of the Beauty Pie! ”

Now check out this cool no-makeup tutorial:

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