Onomie is looking to be the Clinique of the online direct-to-consumer landscape.
The new beauty brand bows online today at Onomie.com, launching with two products that double as makeup items with the benefits of corrective skin care — a concealer and a highlighter.
“We’ve taken a disciplined approach to creating high-tech skin-care products that look and feel like makeup,” cofounder Lauren Hoffman said last week at the brand’s Flatiron offices in downtown New York City, adding that rigorous clinical testing was performed on both products.
Hoffman conducted intensive consumer research with cofounder Kal Vepuri, who found that the most common gripe among women they spoke to was that they needed products to cover up the impression that they “looked and felt tired.”
Already an entrepreneur and investor, Vepuri — who debuted an outerwear company called The Arrivals last year and has invested in companies like Warby Parker — teamed up with Hoffman at the end of 2013. She worked on Asian business for Kiehl’s prior to starting Onomie. Together, they worked with chemists and skin-care and makeup formulators to develop a dark-circle erasing concealer that comes in 10 shades and a highlighter that is designed to fix lines and wrinkles on the outer eye area. The products retail for $26 and $32, respectively.
Because the two founders understand the need to touch and feel the product — it can be hard to determine what shade of concealer is needed without trying it — the brand offers a home try-on option. Similar to what Warby Parker did with eyewear several years ago, Onomie sends consumers sample kits with their requested color, plus a shade darker and lighter.
The venture is self-funded thus far.