The brand’s hero product, its Beyond Balm, can be pressed over makeup to soften coverage, smeared on lips as a lip balm or applied as a cuticle treatment.
Lula’s assortment is meant to be flexible enough for consumers to use in myriad ways. We’re going to have products that are unique to us and that you can’t live without.” “We have a great path to creation of products. “I know that makeup artists understand skin and what’s needed to look right,” said Maureen Case, industry veteran, global brand president and chief branding officer of SuperOrdinary, who helmed Bobbi Brown’s eponymous makeup line for 15 years. It was Uslan’s less-is-more ethos that attracted the eyes of SuperOrdinary. “My roots in makeup have to do with clean and beautiful skin, and that’s my aesthetic approach.” “It wasn’t this conscientious decision to create a brand that is going to be skin or be in color, but it was actually a really natural inclination to get into skin care because of who I am as a makeup artist,” she said. India Is Rare Beauty's Second-largest First Week Launch After the U.S.ĭespite her expertise in makeup, Uslan said skin care made the most sense as an entry point for her brand, given her broader philosophy on beauty.
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