The team behind Scentbird is spreading its wings into the color cosmetics business.
Launching today is Deck of Scarlet, a subscription palette collection available every other month with makeup based on looks created by leading YouTubers.
“The world doesn’t need another me-too makeup subscription,” said Rachel ten Brink, one of the founders of Scentbird and now Scarlet. “But we realized the amount of products and time it takes to create one look is too much for most Millennials.” She pointed to one video that required 37 products to achieve a perfect cat-eye.
Deck of Scarlet collections offer eye, lip and cheek colors selected to achieve day and night looks in collectible beauty books priced at $29.95. The launch comes at a time when color cosmetics are in high demand, especially with young customers who love to play with color. While the company didn’t discuss projections, industry sources expect Scarlet sales will surpass Scentbird.
Each palette will be selected by a different YouTube expert. The company turns over free reign to the social media stars to devise bold and fresh looks.
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First up is an autumn makeover from Kelly Strack who was selected for her authentic “sexy, yet approachable” style and makeup application acumen, said ten Brink. The color ranges are selected to complement all complexions. Made in the U.S., Deck of Scarlet cosmetics are paraben and cruelty-free.
Scentbird gained traction in the box business by offering consumers avenues to sample established brand-name scents. While Deck of Scarlet is building a brand from the ground up, ten Brink believes color cosmetics is a very different business. “The limited-edition palettes appeal to adventurous beauty enthusiasts who like to experiment and discover products. They also like the convenience of at-home delivery,” she said.
Each YouTube makeup artist will feature tutorials using the products and there will be links on the Scarlet we site (deckofscarlet.com) to the videos. Customers’ images of looks from the collections will also be featuring on social platforms.
Initial distribution is in the U.S. with plans to expand internationally in the future.
Scentbird shipped its first box in October 2014 and now has 100,000 subscribers paying $14.95 for monthly 0.27-oz. samples. The business raised a $2.8 million seed round in March and upped its marketing efforts, including influencer marketing and switching from photo to video ads on Facebook. The same tools that helped build Scentbird will be tapped for Deck of Scarlet as well, said ten Brink.