Kjær Weis is carefully expanding her luxurious line of organic beauty products.
This week, the Danish-born, New York-based makeup artist’s first range of lipsticks will hit Net-a-porter.com, her biggest retail partnership to date. Already, Weis’ collection is carried at Forty Five Ten in Dallas and Violet Grey, but she said she’s at a place where “we’re ready to scale.”
The venture was self-funded from its inception in 2010 through 2013, when Weis got a cash infusion from family and two investors. She said the focus through next year is bolstering her presence in the U.S. and Europe, where the collection is sold in about 35 doors throughout Scandinavia, France and Australia. In June, Weis brought on Brian Detwiler as managing director to spearhead growth initiatives. Detwiler was previously chief operating officer at Kevyn Aucoin Beauty.
“Performance was key, is key and always will be key. We spend the most time on maintaining textures. There are no silicones or anything that lets you get a ‘perfect finish,'” Weis told WWD at the brand’s headquarters and her home in New York City’s Financial District last month.
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A range of five lipsticks — a red coral, a nude, a light pink, a taupe plum and a glam red — each retail for $56. They are encased in Weis’ signature, silver zamac tubes that she likens to a “piece of jewelry” and packaged inside a red box. Embossed red paper is applied to the outer layer of each box and sealed with an old-fashioned, branded sticker that’s printed in Denmark. It’s the most luxe element of the product, giving the feeling that one is opening a jewel box, not a lipstick.
The bottles and tubes, as well as the boxes, were designed collaboratively with Marc Atlan.
The natural beauty movement is gaining momentum — in terms of retail partnerships and consumer mindshare — with Kjær Weis joining the ranks of natural, prestige brands such as RMS Beauty, Honest Beauty, Juice Beauty and Tata Harper, the 100 percent natural skin-care line that’s expanding into color. Weis’ is priced at the higher end of the spectrum and the most expensive of this group, with her blush, highlighter and lipsticks each priced at $56, eye shadow and lip tint at $44 and $48 and foundation at $68.
Currently, Weis’ cream blush, lip tint and mascara are all certified organic and eye shadow is certified natural.
Sustainability is another pillar of the brand, with products intended to work as a refill system (all refills come in recycled paper packaging). Weis said all products are made in Italy and good for up to a year after opened.