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Appeared In
Special Issue
Beauty Inc issue 12/11/2009

One is a YouTube sensation, the other, a pioneer in pared-down products, but both of these newcomers electrified industry insiders with their bold approaches to beauty.

This story first appeared in the December 11, 2009 issue of WWD. Subscribe Today.


Person: Lauren Luke
The undisputed breakout beauty star of 2009 was Lauren Luke, an unassuming 27-year-old Brit whose YouTube makeup tutorials catapulted her into the realm of instant fame. With more than 56 million views and 277,000
subscribers in over 70 countries, the self-trained makeup artist parlayed her online success into a line of five makeup kits, sold exclusively in the U.S. at Sephora, ranging from My Smokey Classics to My Vintage Glam. Luke is no flash in the pan—her first book arrived on U.K. shelves in October, while she’s also been tapped by Nintendo to be an avatar in a virtual makeover video game. The future, it seems, has arrived. —J.B.F.


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Company: Bakel
Most companies tout their products for what’s in them. But for Bakel, the point is what’s not there. The brainchild of Dr. Raffaella Gregoris, a chemist, and marketing expert Francesca Di Lenardo, the skin care brand takes as its tag line, “100% Active Ingredients, Zero Useless Ingredients.” To that end, the six antiaging products contain as few as two ingredients and no more than seven. In a time when consumers are clamoring for transparency in every aspect of their lives, particularly when it comes to the companies with which they do business, Bakel’s premise proved to be popular: A smash success at Cosmoprof, the brand opened 55 doors in two months and reported extensive sellout almost immediately. —J.B.F.


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