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Something fairly edited, maybe five to ten formulations in the beginning with an emphasis on quality, minimal (but functional/sturdy) packaging, mid-end in price, focus on creating really good formulas with core shades/finishes and then slowly building out to fill in gaps elsewhere in the industry/respond to what customers want (or don’t want).

— Christine

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65 Comments

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Profile photo of Nancy T

This would be a dream-come-true, but also an enormous undertaking, I would assume! I would put the emphasis on quality, cruelty-free formulations that also were as hypoallergenic/sensitive skin (and eyes!) friendly as possible at a mid-end price point. As for colors, I am a bit of a risk taker, but one who also sees the wisdom in offering some core shades in a range that suits everyone, especially when it comes to our melting pot of skintones and shades.

I would have a line of lipsticks named after historical women (maybe branching out to historical men as time went on) called “Timeless Beauty.” I fantasize about this.

Profile photo of Lulle

My brand would be very much like yours Christine, but with a strong emphasis on lipstick. Because I love lipstick 🙂
I would start with a very limited number of items, but each one would be something I could feel proud of in terms of quality. Probably just a couple of eyeshadow quads, blushes and highlighters, a liner that works well on the waterline, a curling mascara, and then the lipsticks and glosses. I’m not sure I’d try to get into base makeup from the beginning, I feel like it’s something that’s not easy to do well. I’d probably keep that for later when the brand has grown a bit – except maybe for a good loose face powder.
Lulle Recently Posted: #FrenchFriday: Lancome L’Absolu Rouge Definition in Le Carmin (Review)

I would like a makeup line with products that fill a need in the industry, like cool- toned neutral shadow palettes, cool- toned contours, cool- toned highlighters, blue and purple shadow kits that are A rated, products that re-create shades that were very popular but discontinued too quickly (Chanel Notorious, MAC Whisper of Guilt, Guerlain Wu Long, etc. )

I would start an OUTSTANDING brush line that is game changing,

1) Top notch with all kinds of hairs and fibers
2) Relatable and relevant names (not just numbers or “contour brush”)
3) Completely accessible education for everyone on how to use them: less than 4 minutes vlogs, quick snapchats, consumer forum etc. The education would be about filling a confusing void in people’s mind about how to approach brushes
4) No hawking or promoting in any fake way by celebs or vloggers.

I think Wayne Goss has started to do this, but push it into synthetics, different price points, and really make woman understand/use brushes, as that has been my hardest thing to learn.

Profile photo of Sarah

Probably a niche brand, similar to Bite, where I focus on a few formulation of one item. I would focus on extremely high quality and excellent customer service to build my brand and reputation. I would make packaging extremely functional but beautiful (i.e. Givenchy lipstick packaging- the heft and the way it locks closed is hands down my favorite- with a bullet shaped head ala Charlotte Tilbury). If possible I would keep the prices below $23 per to start and then incrementally raise cost as my profit margin increases and I introduce new items into my line. And I would never stop improving quality.

I think the problem with most new brands is that they want it all, but in their launches quality is always wanting in at least half their products. If my name were on it and it was my baby, I would be embarrassed to sell anything that didn’t get an A rating on Temptalia and a cult following in the industry.

Obviously I’ve thought a lot about this. Lol.

First of all, there would be no loud, garish shades, like blue or yellow lipstick…no neon blue eyeshadow lol. I would try to create flattering, unique shades that are a combination of two colors (gray- green, taupe-purple, etc.) and there would be a true emerald green that doesn’t pull red or brown when you apply it. A little sparkle but not over the top glitter. I find alot of shades are too warm so I would do many cool colors. Lipsticks would be medium rose, true deep luminous reds, berries, plums. No nudes. I’m sick of nude lipstick. Sorry, but it doesn’t look good on anyone. You either look washed out or like a porn star lol. 😛 Blush would be the same….flattering roses, plums and reds. I love my makeup to light up my face, not just add color. Packaging would be understated, elegant, classy, and sturdy….and not overpriced.

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I like the sound of that Christine and I think you should do it! You Have the knowledge of what we want. I would be camping out to buy your stuff for sure! Well, I guess that doesn’t happen anymore. I would be stalking the internet to buy your stuff!
If I made a line, I think honestly, I would love to get into skincare a bit more. I would like to make a simplified line for different different skin types/concerns at mid/high range with packaging that is not cheap ,but simple and elegant..totally girly. I think the $ should go to what’s going into the product and research. I love makeup too though. So maybe,once I hit the jackpot, I could add a makeup line. A girl can dream right?

Profile photo of WARPAINTandUnicorns

Yes I would make a line with bridal and cosplayers in mind!

Now before you say these two are nothing alike, Cosplay is what I call extreme bridal makeup. It’s has to last a 16+ hour day, look good in personal, on stage and in film/video. It’s a freaking tall order.

Core products like foundation, concealer, correctors, and primer that have skin like quality and lasts…..

Eye primer, glitter glue, gel & acrylic eyeliners and gel colour bases. Again to LAST!

Satin liquid lipsticks, gel lipliners and 1 clear dry gown gloss

Again choosing products first that can last a long hot day would be at the core.
Ani_BEE Recently Posted: Milani Rose Powder Blush in 01 Romantic Rose, 05 Coral Cove, & 08 Tea Rose : Swatches & Review

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Christine, I think your answer is just about perfect! So we won’t be in competition, I think I’ll do try to perfect products for niche markets. One: science-based skin care and makeup for various sensitive skin types — this is a real challenge, because there are lots of different sensitivities and people can be allergic to so many different things; perhaps difficult to do profitably, it would take a lot of research and have to be very well thought-out. Two: makeup for people with cool undertones, from fairest fair to deepest deep. It’s actually a sad commentary on mainstream cosmetics companies that I even think such a thing is necessary and viable. Cool is not always pink! Some people might argue that a similar line for olive skin tones would be worthwhile.

Profile photo of Fran

I forgot — packaging: simple, elegant, durable. Something that looks beautiful but that a guy would not feel awkward buying/using; guys need skin care and sun protection, too, and not a few use concealer and other makeup items. Price: realistic for the quality of ingredients and formulation; I know people won’t buy something if they think it’s too “cheap”, but I want people to be able to afford high-quality, effective skincare. Marketing: focused on skin care education with an elegant and fun twist.

I think it’s interesting that several people have mentioned a need for cooler tones to be available in makeup!

Profile photo of Christine

It’s really, really expensive to start a line, and it’s heavy on the risk (I am pretty risk adverse). I think it may take awhile to reach profitability, too, because of costs of expansion and carrying inventory costs. In my dream world, a larger conglomerate with the resources and expertise would reach out and want to create a new brand vs. starting from ground zero on my own. Plus, I think I would have to give up blogging (there’s certainly an ethical question about having your own products and reviewing other brands’ products simultaneously, which is really all I do).

Profile photo of Sarah

Paula Begoun has her whole beautypedia thing going (although I automatically question anything she reviews, sadly, because of the conflict). I understand. That being said, I don’t think I’m alone when I say that you are probably the most trustworthy and reliable reviewer in existence. We love you!

It’s what Sephora does. They either build up fledgling brands by buying them out (Fresh, Becca) and financing their development or just creates in-house labels (Marc Jacobs).

Profile photo of Christine

Thank you, Sarah! 🙂 Yes, that’s a good example – and I know while many use Beautypedia as a resource, I hear just as many people question the reliability because of the conflict of interest. It’s a tough line to walk, even when everybody’s transparent about any conflict of interest!

Paula’s Choice does exactly that with their Beautypedia site. I think the ethics question would resolve itself if transparency was maintained and your blog provides that, especially as customers could comment and rate too, not too different from what this community already does. Reviews based on solid criteria where you avoid hawking your own products as an alternative within the review itself would provide that separation between the blogger and the seller.

Profile photo of Christine

It can definitely be done, and disclosure is always key, but even so, there are quite a few who question the credibility of Beautypedia for exactly that connection (even though they’re not hiding it). To a lesser extent, it’s the same with press samples or affiliate links – some have no issue as long as it is disclosed, others don’t trust them at all. I’d have to do some real soul-searching to really see where I stand on it and whether I could walk that very, very fine line!

Profile photo of Sarah

I myself question many of her reviews mostly because several products she slams are holy grails for me, but milage varies with skincare. And the top ratings she gives her own products are much higher than what I would rate. I’m simply not impressed with her skincare. So the differing opinion, plus the obvious conflict of interest is what makes me look elsewhere for reviews before I resort to Beautypedia.

I think what makes makeup vastly different than skincare is that there’s less room for variables when measuring a product’s efficacy. It’s universal! I suppose one way to avoid it altogether, in a Temptalia fantasy universe where you have your own line, is to simply not review your own products. Even Charlotte Tilbury raves about and has done tutorials using other products (TF, WG, etc).

My line would focus on women with oily skin. Foundations that don’t breakdown in two hours, cream products for cheeks that last and primers and setting sprays that control oil. For the color range, I’d love palettes that are similar to Dior’s colors, but with A ratings. Purples would be abundant. Lots of lipsticks, because that’s my favorite thing to splurge on. I’d like to make colors that work on women who typically go for nude lips. I love both Nars and Guerlain’s packaging, so I don’t know how I’d blend them, but something minimal but luxurious.

I forgot to add that I’d love to have a sunscreen that you can spray over your makeup so that you can refresh your sun protection during the day while refreshing/mattifying your makeup. I never understood how I’m supposed to keep reapplying sunscreen when I have a full face of makeup on.

Profile photo of Nancy T

Best. Invention. Ever.
Seriously, there is an absolute need for this. Even though my skin isn’t light or fair, I don’t want the aging effects of UVA/UVB drying out my skin as I age! It would be wonderful to have a sunscreen one could reapply without messing up their makeup, something like a refreshing ultra-fine spray mist.

Nancy, there are several SPF sprays on the market that can be applied over makeup but….the Supergoop and Coola ones have alcohol as first ingredient, and my skin can’t take it. The best one I’ve heard of is Bioderma Hydrabio Eau Soin SPF 30 (no bad alcohols or fragrance) and it got rave reviews from many bloggers , but it’s only sold in France right now, and I keep praying Beautylish will eventually carry it, as they carry other Bioderma stuff

Profile photo of Valerie

If someone wants to go through the mess of choosing a formulation, I could rock collection design and naming. Coming up with a formula and knowledge about ingredients is just outside of my comfort zone.
Valerie Recently Posted: January Favorites!

Definitely an indie line of highly pigmented eyeshadows and iridescent pressed highlighters — themed into collections inspired by favorite books & movies. I so want to have eyeshadows named “Slartibartfast” and “Oh, no, not again…”

…I’m a total indie makeup geek. 🙂

Profile photo of Joy

I’d prefer collaborating with an already established one.

IF:It’s such a huge process I’d focus on only one product. Looking at what’s missing most I’d go with a custom creation foundation line to fill in all paler than pales an deeper than deeps. Any type formula with skincare needs to suit individuals skin needs. Creamy liquid only. One formula BUT You choose what you want based on core ingredients good for your skin type and color and undertones Matched by us. Price determined by cost of ingredients, labor, packaging. Meaning it can be all over. Everyone finally wins. 😊 for those who want foundation.

Other: A non makeup industry where money goes to fund re-teaching of classic beauty. Enhancing self. No baking 12 step face routine. Bare minimum. Youth looks too old Depends on trends. Value of skin and care prior to social media misconception must come back! Bring health into it instead of more makeup. I’m more likely choose this option Because people want to see others when look in mirror Can’t see their own beauty. Something needs done. More simple beginnings. Imho it’s out of hand. I feel fortunate not to grow up like this My mom and her Mom did not either. Pressure screws heads thoughts. Makeup is great fun! I do not disagree. Makeup needs applied best. Skin optimal. True beauty upped. No comparisons. Once learned, healthy skin healthy mind has perfect foundation to play. And healthier reason.
Add: I buy YouTube give can to “gurus.” Bye. Worship of others is so unhealthy! It is mostly BS with hidden commercials from people wanting discovered. Sad to me. Comments are much like school with cliques. Very negative. Obsession. Bad slang. Encourage terrible traits. Cheer on false filter and lights and affiliation. No. I work in holistic health though. I view from minority. See how it is affecting beauty industry. Needs separated fast imho.

Ohh I’ve been dreaming a lot about this lately. It’s very important to me that it would be cruelty-free and vegan, and in the affordable to mid-end price range! I would focus on cheek, eye and perhaps lip colours. Some staple neutrals but more unique shades as well, and brights because I personally love it!! Packaging would be simple but cute, think ColourPop, easy to store and travel with.

Profile photo of Rachel R.

I would love to start a line that catered to skin tones that usually get ignored in most lines: Very fair, very dark, neutral undertones, olive undertones, orange undertones, etc. I’d do lots of foundation and concealer shades. I’d like a color cosmetic with colorways that suit the different skin tones. Cruelty free, fragrance free, hypoallergenic.

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