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The White T-shirt Beauty Brand

Social media is rife with bold beauty looks and party-hard lifestyles. Jennifer White seeks a different image with One Over One.

Social media has an undeniable impact on the beauty business. But Jennifer White, founder of One Over One, a natural beauty brand, doesn’t think some of the images send the right message.

“I feel that what beauty and makeup promotes [on social] isn’t a healthy lifestyle. It’s all cocktails, doughnuts and sugar,” White said of many Instagram posts managed by beauty brands. “What’s really the biggest factor in beauty is drinking water, sleeping and eating well.”

With that in mind, White’s images for One Over One are simple — a picket fence adorned with blush pink flowers, soft blue jeans or the products themselves. There are recipes for Smoothies and images of women exercising. The vibe matches the concept of her line, which she likens to “the white T-shirt” of cosmetics.

One Over One Offers Simplicity to
Jennifer White

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White, a product designer who has worked on other beauty brands such as ColourPop, created One Over One for women who want effortless beauty. Put simply — makeup to create a no-makeup look. She thrives on offering something different to the industry. “Everyone is trying to look like everyone else. That’s the opposite of what we are doing,” she said. However, there is mounting demand for the natural glow her items achieve with “how do I get dewy skin” constantly among the top 10 Google beauty searches.

She launched online in January (One Over One is also sold at Knockout Beauty in Bridgehampton, N.Y.) with three core products, but she has a pipeline of items ready to add to her range. The initial items include a Base Glow, an all-over liquid glow product; Lip Oil, a liquid balm for dehydrated lips; and Duotone, a combination color/bronzer/highlighter. Prices range from $28 to $42. The products are formulated with plant-based ingredients, free from petroleum, parabens and harmful synthetics.

Next in her arsenal will be a Micellar Foaming cleanser called Free Foam and a home fragrance. Her laser focus is on skin care, but she also wants to extend more into devices.

She’s using online sales to get feedback on One Over One, but White doesn’t rule out physical stores in the months to come. She also sees fertile territory in partnering with workout locations, a logical tie-in to her assortment, said White, adding she is a dedicated exercise enthusiast and fan of the ath-leisure look. “I just came from working out and all I had to do was apply a little Base Glow and I was ready to go.”