In case you missed it, I announced the launch of my new brand, THIS Beauty, last week. It came with so many emotions, so many things to do, and so much gratitude that it’s taken me until now to write a blog post about it. I developed THIS for this community, so it only makes sense to share the story here.
Before I get into more about the brand, I want to say a huge THANK YOU – from the bottom of my heart – for all the support on it this far. Even if you haven’t purchased anything, the likes, the reshares, the DMs, all of it, has truly meant the world. I can’t wait to continue to see your orders come in and to hear all of your thoughts. So far we’ve had such a great response, which is just the cherry on top.
Alright, so let’s get into the brand a little bit. I don’t want to write a novel here but I’d love to share more of the intention of the brand. Here are a few key factors of our brand and products:
+ Less but better is our main core value
+ Made in Italy using clean ingredients
+ Launched with 2 products (shop here), more coming!
+ The initial products are meant to look good on all skin tones, for anything on your calendar
As a blogger turned influencer (and someone who is naturally obsessed with beauty), I’ve tried everything over the years when it comes to beauty products. And while I love testing things, I’ve reached a point in my life where I am also craving less. Less stuff in my home, less items in my closet, less waste, less of everything…other than the good stuff.
I always had the idea of starting a beauty brand since high school. And it felt like a natural evolution for me, but as my life evolved, my craving for less started to really stick out to me. I eventually had the idea to start a brand that was rooted in the LESS BUT BETTER approach, and that’s where THIS started.
While I do crave less in life, I also have higher expectations for the things I keep aka I want the items I do choose to purchase or keep in my home (all areas included) to be good – really good. I want every aspect of my life to feel curated, from my closet to my makeup drawer.
THIS is my curated approach to your beauty routine.
We launched with two products in two colorways: Form Factor, our long-wear lip liner and Always On, our satin-finish lip color. These truly feel like the basics for a lip you can wear daily. Whether it’s to drop off, date night, work, dinner with the girls, a meeting, or whatever, these are meant to get you through your day, with one less decision. That might sound cheesy but it’s honestly what has driven me to have such high expectations of THIS products. Everything is made in Italy and lives up to EU standards, and I’m not joking when I said I went through endless tests with the products because I needed them to be perfect.
We have big plans for THIS but the brand values will remain the same: less but better. Luxury products with maximum payoff. We want to earn a spot in your home, and in your daily routine, and I really do feel like our launch products live up to that.
I’d LOVE to hear from any of y’all who have tried our lip products so far. Also, if there’s a product you’d love to see in the lineup eventually, I’m all ears.