Latest / Skin Anarchy / Victor and Alisha from MOB Beauty

Transcript

Victor and Alisha from MOB Beauty · Skin Anarchy

• 0:33
  SPEAKER_01: Welcome back to Sculture Anarchy.
• 0:35
  SPEAKER_01: This is your host, Esther, and I'm very excited about our guest today because this is a makeup line that I am very excited about.
• 0:42
  SPEAKER_01: And it's been a while since I've been very excited about makeup.
• 0:45
  SPEAKER_01: So without further ado, I want to introduce you guys to Victor and Alicia, who are the founders of Mob Beauty.
• 0:53
  SPEAKER_01: And it's a very customizable line where you guys have such an interesting concept where it's like I can mix and match things in my palette.
• 1:02
  SPEAKER_01: And it's just, it's beautiful.
• 1:03
  SPEAKER_01: So I'm not going to rant too much.
• 1:05
  SPEAKER_01: I want you guys to dive in, Victor and Alicia's and tell us all about how you guys got started.
• 1:10
  SPEAKER_04: Well, thanks.
• 1:11
  SPEAKER_04: Hi, hi.
• 1:14
  SPEAKER_03: Awesome.
• 1:15
  SPEAKER_03: Awesome.
• 1:15
  SPEAKER_03: Well, first of all, we're so excited to be here and uh to be sharing our story with you.
• 1:22
  SPEAKER_03: So thank you so much.
• 1:23
  SPEAKER_03: Um and I also want to say that while Vic and I are here, we have two other co-founders who are amazing, who uh Steve uh Blanchette and Beatrice Sagin.
• 1:34
  SPEAKER_03: And they are uh come from the cosmetic industry as well, um product innovation, and also uh Steve literally um owned and ran one of the largest um uh cosmetic manufacturing uh manufacturers in Canada.
• 1:50
  SPEAKER_03: So um we're so excited that yeah, so we're a team of we're a team of industry vets.
• 1:56
  SPEAKER_03: So we all come from different parts of beauty.
• 1:58
  SPEAKER_03: Um Beatrice from the innovation side, I know I've already told you about Steve.
• 2:02
  SPEAKER_03: I started out actually as a makeup artist, and that's how I began my career.
• 2:07
  SPEAKER_03: And um, I started out uh with just a love for product and a love for artistry, and uh actually uh worked in my very early days of my career with Laura Mercier.
• 2:18
  SPEAKER_03: Um I got the good fortune of yeah, it was really exciting.
• 2:22
  SPEAKER_03: I got the good fortune of working with Laura herself um and uh traveling with her and really learned so much about artistry from her and product.
• 2:33
  SPEAKER_03: And it was in the early days of the brand, so I also learned a lot about brand building.
• 2:37
  SPEAKER_03: And I kind of think from there I got this um, you know, realized that I had this entrepreneurial spirit um and just really enjoyed that um that that part of the business.
• 2:47
  SPEAKER_03: And um I yeah, yeah.
• 2:50
  SPEAKER_03: So I I kind of I've been on all sides of the business as you know, from from one thing to another.
• 2:56
  SPEAKER_03: When I was fortunate enough to meet Vic is when um I joined a brand uh back in 2012, uh where Vic was uh the chief innovation officer and also um you know very involved with the brand.
• 3:11
  SPEAKER_03: And for me it was amazing because I had always been a part of artistry, but I had never really been, you know, worked with a chemist.
• 3:18
  SPEAKER_03: Um and so I was so excited to meet Vic.
• 3:21
  SPEAKER_03: And of course, I was you know really excited to work with someone who you know was from Mac and um, you know, always a brand that I admired as much as any brand ever in cosmetics.
• 3:32
  SPEAKER_01: And so yeah, um we Mac is kind of one of those like trendsetter brands.
• 3:37
  SPEAKER_01: So yeah, absolutely.
• 3:40
  SPEAKER_03: Right.
• 3:40
  SPEAKER_03: I mean, Mac is just a brand.
• 3:42
  SPEAKER_03: Cosmetics are not, you know, what Mac has done, um, they're just like, you know, pioneers in so many ways.
• 3:48
  SPEAKER_03: So yeah, it was really exciting.
• 3:49
  SPEAKER_03: And the thing that I have to say is that, you know, and here forged a connection uh that is carried on the mob, uh, not only our our our professional working relationship, but you know, the way that Vic was formulating back then, um, you know, he was formulating like quote unquote clean, if you will, back then, you know, he was formulating without, you know, talk or gluten or you know, paraben, you know, and and I had never really been introduced to that type of formulation before.
• 4:19
  SPEAKER_03: So it was really eye-opening to me and um and exciting.
• 4:24
  SPEAKER_03: And um, I learned so much uh from Vic about formulations and and what goes into making great products.
• 4:31
  SPEAKER_03: Um, and then, you know, we've all crossed paths.
• 4:35
  SPEAKER_03: So myself, Vic, and I'll let him tell his story in just a second, but myself, Vic, and then Steve and Beatrice all coming in, you know, all being a part of the industry, our paths had crossed.
• 4:46
  SPEAKER_03: And um the the long sort, the long and short of it is that we were a group of um industry vets that just thought, wow, you know, we want to we want to do beauty differently than we had done beauty before, um, and saw uh saw an opportunity to make an impact with our collective experience and our willingness to take on tough challenges.
• 5:08
  SPEAKER_03: Um, you know, we thought, wow, we could really create a brand that checks all of our boxes, and those boxes being like great products.
• 5:16
  SPEAKER_03: Because again, me from an artist background, Vic, of course, being, I'm, you know, hope he's not blushing, but like this kind of iconic, you know, cosmetic chemist who's formulated for pros his whole career.
• 5:27
  SPEAKER_03: So we had to make great products.
• 5:29
  SPEAKER_03: Um, and we wanted to do it in this modern way, um, so vegan and and cruelty-free for sure, and using sustainable ingredients.
• 5:38
  SPEAKER_03: So leaving out things like silicones that don't buy the grade, you know, um, you know, really formulating for the modern, you know, the modern way.
• 5:48
  SPEAKER_03: Um but then also really also tackling, you know, packaging and how we could do uh how we could, you know, the way we buy beauty, you know, how how could we um present the packaging to the consumer in a way that was more more mindful of the earth and an attempt to minimize waste.
• 6:07
  SPEAKER_03: Um and and overall, just a community-based brand, you know, we want to do this with our community.
• 6:12
  SPEAKER_03: We um we want to educate a lot of what we're doing is um some stuff that's never been done before, and we're trying to really push boundaries.
• 6:21
  SPEAKER_03: And and really, as much as anything, we want to just share our story, educate, open up the conversation um in an effort to um just bring more awareness and hopefully, you know, make a make a small impact on this greater industry that we love.
• 6:40
  SPEAKER_03: Um that's kind of a little bit about my story and how we came together, but Vic, of course, I want to hear all about you.
• 6:47
  SPEAKER_04: Okay, yes.
• 6:48
  SPEAKER_04: Sure thing.
• 6:49
  SPEAKER_04: All right.
• 6:50
  SPEAKER_04: Well, mine goes further back.
• 6:51
  SPEAKER_04: So I started um, I was actually dating my future wife uh that I met in high school, and I had uh was studying chemistry at the University of Toronto.
• 7:01
  SPEAKER_04: And I was an all-in chemistry student, you know, I it was like a double major specialist program.
• 7:06
  SPEAKER_04: So I I loved I love chemistry.
• 7:09
  SPEAKER_04: And sure enough, you know, I'm having dinner with her at her family's house, and her brother, Frank Toskin, who was a co-founder of Mac, um, said, Listen, I I want to make some makeup.
• 7:20
  SPEAKER_04: I'm thinking of putting some makeup together because I can't get the looks that I want.
• 7:24
  SPEAKER_04: Do you know how to make a lipstick or do you know how to make an eyeshadow?
• 7:26
  SPEAKER_04: And I said, No, I don't.
• 7:28
  SPEAKER_04: But I certainly took it to heart because I wanted to impress you know my girlfriend and her family.
• 7:32
  SPEAKER_04: So I, you know, university by day, I I found a uh a spot to do some uh set up a lab and literally brought in the equipment I needed and you know, reverse engineering trial and error over and over and over again.
• 7:48
  SPEAKER_04: And about a year and a half later, you know, I started we started to make some really cool uh uh uh product.
• 7:54
  SPEAKER_04: And you know, uh those were the products we launched in Mac, you know, back in 1994, and it was um an amazing ride.
• 8:03
  SPEAKER_04: I I got to work with two very talented Mavericks, Frank Toskin and Frank Angelo.
• 8:08
  SPEAKER_04: I was the the science guy in the room, and I my job was to formulate product, do what they do what they were looking to do, uh, work with makeup artists uh and and provide product that performed stuff that they wanted for their for their toolkit to to do their job.
• 8:27
  SPEAKER_04: And that's the way I was trained.
• 8:29
  SPEAKER_01: I was trained to make products for makeup artists, like for real professionals.
• 8:34
  SPEAKER_04: Yeah, I mean I would literally go backstage at a fashion show uh and work with you know the makeup team and see what they were doing and what they were asking for, or I would bring things down and say, look, try this, and they would try it.
• 8:46
  SPEAKER_04: Uh photo shoots of I was on sets, you know, uh in trailers on sets and film studios, just looking at what they're doing.
• 8:55
  SPEAKER_04: And I managed to, you know, in every you know, well from one product after another, we managed to really um uh have success.
• 9:03
  SPEAKER_04: And you know, of course, Matt grew substantially, and we grew along with it.
• 9:07
  SPEAKER_04: We we built a business from scratch and we built, you know, we had I had my own RD facility.
• 9:12
  SPEAKER_04: Um we manufactured our product in Toronto and we sold a testy lottery, but interestingly enough, okay, so this is a great story.
• 9:20
  SPEAKER_04: So about 10 years in, I wanted to I wanted to bring in some dermatologists in in my RD advisory.
• 9:27
  SPEAKER_04: By then we had our own, uh we had a 25,000 square foot RD facility in Toronto, and we had a team of brilliant people working on developing and researching product.
• 9:39
  SPEAKER_04: I wanted to bring some dermatologists in to be some advisors.
• 9:41
  SPEAKER_04: So I went to the the closest uh hospital to us that was significant was Sunnybrook Hospital in Toronto, and it's the university hospital.
• 9:49
  SPEAKER_04: Uh the Department of Dermatology for the University of Toronto runs out of that hospital.
• 9:53
  SPEAKER_04: So I went and met with them.
• 9:55
  SPEAKER_04: Um I said, Listen, I I want to work with you guys.
• 9:58
  SPEAKER_04: And so we had an agreement.
• 9:59
  SPEAKER_04: While I was there, I met uh a woman who was doing camouflage makeup in a patient room, and I said, Well, what's going on over there?
• 10:05
  SPEAKER_04: And I said, Well, we bring people in here from all over Canada to help them with various skin issues, you know, vitiligo, rosacea, severe acne.
• 10:13
  SPEAKER_04: And sometimes the medication takes up three months, six months, a year.
• 10:16
  SPEAKER_04: Sometimes it doesn't work at all.
• 10:18
  SPEAKER_04: What we want to do is we want the patient to start emotionally healing right away.
• 10:22
  SPEAKER_04: So we show them how to camouflage whatever issues they came in for.
• 10:28
  SPEAKER_04: And I mean that really took me back.
• 10:30
  SPEAKER_04: And so I met this woman and we gave her a bunch of makeup and supported her.
• 10:35
  SPEAKER_04: And and this is where I started to learn clean.
• 10:37
  SPEAKER_04: This is back in 2000.
• 10:39
  SPEAKER_04: You know, I'd spent 15 years developing professional quality products, and then I was smackdam in the middle of a university dermatology department at Sunnybrook.
• 10:49
  SPEAKER_04: Uh, they gave me a room there.
• 10:51
  SPEAKER_04: So I had a patient room where I built a lab, and we literally made product foundation uh for patients as a service to give back.
• 11:00
  SPEAKER_04: Wow.
• 11:01
  SPEAKER_04: And I did that for a couple of years, and all of a sudden, their their patients' mothers and brothers uh sisters and friends started to come in, and they were asking to buy it.
• 11:10
  SPEAKER_04: So we um fortunately started selling in Shoppers Drug Martin in Canada, and that's how Cover Effects started.
• 11:16
  SPEAKER_04: So Cover Effects literally was born out of a university dermatology hospital.
• 11:21
  SPEAKER_01: Wow.
• 11:21
  SPEAKER_01: Where we were amazing.
• 11:23
  SPEAKER_04: Yeah, and and we were making product for patients who would come in uh with various skin issues, and the pre the products couldn't be sensitizing, they had to wear all day, they they they couldn't have things in it that typical people could use.
• 11:40
  SPEAKER_04: So I learned on what to take out, what to not put in, what to put in, like anti-inflammatories and antioxidants to help soothe the skin while you're wearing it.
• 11:49
  SPEAKER_04: So people who couldn't wear makeup could wear makeup.
• 11:52
  SPEAKER_04: So there was a lot of learning there, and that's where I kind of was reborn into this whole clean.
• 11:56
  SPEAKER_04: And back then it wasn't called clean.
• 11:58
  SPEAKER_04: I don't know what it was called.
• 11:59
  SPEAKER_04: You know, uh Alicia I remember saying we called it healthy.
• 12:02
  SPEAKER_04: We were forming healthy makeup.
• 12:04
  SPEAKER_04: That's what we were doing before clean came around.
• 12:06
  SPEAKER_04: And then um, you know, I met Alicia and at CoverFX just was growing the brain.
• 12:10
  SPEAKER_04: So, you know, I I I when I work on projects, I commit to them.
• 12:14
  SPEAKER_04: Mac was a 15-year uh uh in engagement, CoverFX was a 19-year engagement.
• 12:20
  SPEAKER_04: Wow.
• 12:20
  SPEAKER_04: And when when CoverFX got to a certain level, you know, we we handed it over to uh a big investor group that wanted to just take it and move on.
• 12:29
  SPEAKER_04: And during that time, you know, I was working with Alicia, I was working with Steve and Beatrice, uh, the other co-founders.
• 12:36
  SPEAKER_04: Uh Beatrice is a PhD in uh pharmacology, so she's a smart, you know, very talented woman who loves to innovate.
• 12:45
  SPEAKER_04: Uh, she was the she was an innovation person for for uh one of Canada's largest uh private label manufacturing companies for cosmetics.
• 12:52
  SPEAKER_04: Steve owned that place.
• 12:54
  SPEAKER_04: So I had uh I met all these people, including Alicia, who's just a brilliant uh uh marketing and product person.
• 13:00
  SPEAKER_04: She just loves product.
• 13:02
  SPEAKER_04: Um and I said, you know what, uh why don't we get together and uh start a company that is crowdsourced, hence the term mob.
• 13:10
  SPEAKER_04: Um and we we use all of our skills to try to do things the way we really want to do them, not to inherit them from uh things that we've kind of uh grown up with uh over the years, to shed uh to shed all of the things uh that we don't believe uh uh needs to happen today, and to start anew and to engage the crowd, the ground, the the the mob team, the the the the community.
• 13:33
  SPEAKER_04: We we like to say community, engage the community in the process.
• 13:37
  SPEAKER_04: So it's education, it's feedback, it's discussions, it's debates, it's developing product, uh it's uh leading the way.
• 13:46
  SPEAKER_04: It's also leading the way.
• 13:47
  SPEAKER_04: The the you know the mob uh what we want to do at mob is we want to lead the way and say, you know what, you can make an amazing lipstick and sell it in an amazing way and be responsible.
• 13:58
  SPEAKER_04: Uh and and we don't need to sell things that are need.
• 14:02
  SPEAKER_04: We don't want to push things on you.
• 14:04
  SPEAKER_04: Buy the shades you need, buy the products you need, don't buy palettes full of things that you only use one or two of.
• 14:10
  SPEAKER_01: Well, that's what I really that's what I really, really fell in love with the minute I saw your products was that customization aspect was it was perfect.
• 14:19
  SPEAKER_01: It was literally perfect.
• 14:20
  SPEAKER_01: And um, it makes sense now, you know, now that you're going into your your background, your career, why, you know, that was such an easy thing for your for you to just know to do because I've I can't tell you how many times I've bought a palette or a lipstick or something.
• 14:34
  SPEAKER_01: I just I use it once and that's it.
• 14:36
  SPEAKER_01: You know what I mean?
• 14:37
  SPEAKER_01: And it's just it's like wasteful, it's very wasteful.
• 14:39
  SPEAKER_04: So and and so and and yeah, so uh uh Alicia and I and Beatrice and Steve, we are committed.
• 14:46
  SPEAKER_04: We are a team.
• 14:47
  SPEAKER_04: Each one of us does uh plays an important role uh to the team.
• 14:52
  SPEAKER_04: But we we we rely on our community.
• 14:54
  SPEAKER_04: We we engaged the community a year before we launched, and I don't know many people that do that or brands that do that, but we literally reached out to the community uh last February and started the discussions and started to engage them and get feedback.
• 15:09
  SPEAKER_04: And we've we've met with them online, not in person, obviously.
• 15:12
  SPEAKER_04: No, actually, we had a couple where we had very well-protected uh discussions or you know, photograph sessions.
• 15:19
  SPEAKER_04: Um, and here we are.
• 15:20
  SPEAKER_04: But there's a lot of engineering that's going into what you're using.
• 15:23
  SPEAKER_04: You know, the the pallets themselves um are made of PET, recycled water and drink bottles.
• 15:29
  SPEAKER_04: That's never been really done before in our industry because our industry tends to use plastics that are heavier and scratch resistant that are hard to recycle just because they feel more precious.
• 15:40
  SPEAKER_02: Yeah.
• 15:41
  SPEAKER_04: And we say, well, we you know, we just need a plastic, we need something that will hold the makeup.
• 15:45
  SPEAKER_04: We don't need that.
• 15:46
  SPEAKER_04: What we should do is show that you can use recycled water bottles as a tr as a beautiful compact.
• 15:53
  SPEAKER_04: Wow.
• 15:54
  SPEAKER_04: I love that.
• 15:55
  SPEAKER_04: Yeah, it's it's got a it's got a um a high percent of post-consumer recycled PET.
• 16:01
  SPEAKER_04: Our goal is to get to 100.
• 16:02
  SPEAKER_04: In many cases, uh our packaging contains 100% uh post-consumer recycled material, like the clamshells that the refills come in, um, the paperboard and things like the labels, um chipper.
• 16:15
  SPEAKER_04: You know, um I'll stop talking, I'll turn it over to Alicia because I know she wants to say some things.
• 16:21
  unknown: Okay.
• 16:25
  SPEAKER_01: I'm just like, I'm just so enamored.
• 16:27
  SPEAKER_01: Like, I am so in love with everything that you guys are telling me.
• 16:29
  SPEAKER_01: This is amazing, like genuinely.
• 16:31
  SPEAKER_01: Um so that's why I'm so quiet.
• 16:33
  SPEAKER_01: But yes, Alicia, please tell us more.
• 16:35
  SPEAKER_01: This is so great.
• 16:37
  SPEAKER_03: Well, you know, I think I you know, as a as a you know, makeup wear and you know, to hear you say that about palettes, it's just so true.
• 16:46
  SPEAKER_03: Um, I'm so I mean, how many palettes have I bought in my life?
• 16:49
  SPEAKER_03: A lot.
• 16:50
  SPEAKER_03: So, you know, no judgy there, but you know, um it it starts to feel incredibly wasteful because to your point, you buy a palette, it has, you know, 10, 12, whatever more eyeshadows.
• 17:04
  SPEAKER_03: And you typically are buying it for a couple of shades, you know.
• 17:08
  SPEAKER_03: And and literally, I've I've been standing at the stores with my girlfriends before, and they're like, oh my God, I want this palette, but I really just want this shade.
• 17:17
  SPEAKER_03: And then, but yeah, I I know, I know.
• 17:20
  SPEAKER_03: And but, you know, the reality of it is is that like when you know, with our packaging, Vic already touched on the ingredients, right?
• 17:27
  SPEAKER_03: Not only the use of PET, but also post-consumer and taking taking materials out of the waste stream to, you know, to divert from landfills as much as possible.
• 17:39
  SPEAKER_03: Um, and there's so many other, like, you know, maybe we can get into some of the other things about just monomaterials and things like that that that that that make our packaging more sustainable, but the design of it, it was like, it's like really there's two problems here.
• 17:55
  SPEAKER_03: One is packaging waste.
• 17:57
  SPEAKER_03: And, you know, not only is packaging, you know, the use of single-use plastic and the use of single use packaging in general is one of our biggest, you know, problems, uh, you know, as consumers.
• 18:10
  SPEAKER_03: And um, you know, it's basically the way we've been buying beauty is completely at odds with sustainability because you buy, you know, your your cop your compacts, your tube, whatever, to last you three months, six months, right?
• 18:23
  SPEAKER_03: But I think a lot of people don't realize.
• 18:26
  SPEAKER_03: Yeah, and what a lot of people don't realize is like that takes 400 years probably to decompose in a landfill.
• 18:31
  SPEAKER_03: Um it's around you know, we buy packaging to use for a short time, but it's lasting a real long time.
• 18:38
  SPEAKER_03: And so how can we minimize packaging?
• 18:41
  SPEAKER_03: Well, one of the easiest ways to minimize is just to refill, like reuse and refill.
• 18:48
  SPEAKER_01: Yes, the refill, the refill option.
• 18:50
  SPEAKER_01: Oh my gosh.
• 18:51
  SPEAKER_01: When I saw the lipsticks, I was just I I was so excited because that is perfect.
• 18:56
  SPEAKER_01: It's beautiful.
• 18:57
  SPEAKER_01: I mean, it doesn't compromise the product.
• 19:00
  SPEAKER_01: I mean, it's just beautiful.
• 19:01
  SPEAKER_01: Yeah, it's a beautiful idea.
• 19:04
  SPEAKER_03: Well, thank you.
• 19:05
  SPEAKER_03: Yeah, I mean, we're, you know, we we and and one thing that we're doing differently too is we're not selling it in the package and then you can buy the refill later.
• 19:14
  SPEAKER_03: You know, we're selling packaging separately.
• 19:17
  SPEAKER_03: So when you go on the site and you want to buy a lipstick, you have to choose whether you just want the refill or you want the lip refill and the lipstick capsule, for example.
• 19:27
  SPEAKER_03: Um, and that's really different.
• 19:28
  SPEAKER_03: You know, that's gonna take a consumer behavior shift.
• 19:31
  SPEAKER_03: Um, you know, we're used to just going on and buying our blush, buying our lipstick.
• 19:36
  SPEAKER_03: And that's the way I've always bought beauty, right?
• 19:38
  SPEAKER_03: I mean, you know, exactly.
• 19:40
  SPEAKER_03: But yeah, but also just paying for the package.
• 19:43
  SPEAKER_03: You know, we can take money and put it into formulas, you know, like it's not a good value for the consumer to pay for packaging over and over, and it's certainly not good for the earth to have all of this unnecessary packaging waste.
• 19:57
  SPEAKER_03: So the refillability, you know, is there to minimize packaging waste, but the customization is there to reduce product waste because again, buying pre-made things where there's a lot of shade you're not going to use, you're just buying more packaging than you need to house shades you're not gonna use.
• 20:20
  SPEAKER_03: Um, and so it really goes into that idea of you know conscious consumerism and purposeful buying.
• 20:25
  SPEAKER_03: I mean, look, at the end of the day, I mean I'm I'm you know, I just showed you my earrings before.
• 20:31
  SPEAKER_03: We love, you know, to beauty is fun.
• 20:34
  SPEAKER_03: Um, and it's self-expression and it's creativity and it's and it's fun.
• 20:39
  SPEAKER_03: And, you know, buying makeup is is is awesome.
• 20:42
  SPEAKER_03: Um, but but doing it purposefully and saying, okay, I'm gonna buy exactly what I want and only what I want, then that the likelihood that you're gonna have product waste is minimized significantly.
• 20:55
  SPEAKER_03: And you know, there's always that added bonus, which is how convenient, you know, to have a palette where you have your blush, your eyeshadow, your you know, highlighter, your bronzer.
• 21:07
  SPEAKER_01: Yeah.
• 21:07
  SPEAKER_01: I mean, that's what I really do.
• 21:09
  SPEAKER_01: That's the thing come true.
• 21:11
  SPEAKER_01: And it is amazing, seriously.
• 21:12
  SPEAKER_01: And you know, I want to just say this because I I think this is the most beautiful point that I saw in your line, even you know, um trying it and using it, and even the website when I was looking at all the other products, like you guys are making it okay to sell neutral colors and that that are beautiful and pigmented and and versatile, and you can use like I don't know any other line that I've come across where I've gone to the website and said, this is perfect, like in terms of like neutral stays that I can use every single day at my job.
• 21:41
  SPEAKER_01: You know what I mean?
• 21:42
  SPEAKER_01: Like wear them every day.
• 21:43
  SPEAKER_01: I've never seen any other makeup brand where I can easily go onto that site and be like, I like this, this, this, and this, and I want, you know what I mean?
• 21:50
  SPEAKER_01: Like, this is my package, and I'm going to use this, and this is gonna be my makeup.
• 21:54
  SPEAKER_01: And and I think that in itself, from a consumer standpoint, is truly phenomenal and it's it's shows how well thought out your brand is.
• 22:02
  SPEAKER_04: Well that was purposeful.
• 22:03
  SPEAKER_04: You know, Alicia is our makeup artist genius.
• 22:07
  SPEAKER_04: And you know, why don't you tell so Alicia, why don't you tell why don't you tell Edka about the the vision of the of the launch colors and why we chose those colors?
• 22:17
  SPEAKER_03: Yeah.
• 22:18
  SPEAKER_03: Yeah.
• 22:19
  SPEAKER_03: I mean I so I tell you it's very daunting.
• 22:24
  SPEAKER_03: I've certainly been in situations where it's like, okay, we're gonna develop a bronzer category.
• 22:31
  SPEAKER_03: Let's let's make you know the a global shade range of bronzers.
• 22:35
  SPEAKER_03: And you're like, okay, and you you it's a lot.
• 22:37
  SPEAKER_03: It's a lot of, you know, you're doing a lot of testing and testing on skin and you know product evaluation and feedback.
• 22:44
  SPEAKER_03: But to do all of these products, it was um it was quite daunting how I had some amazing um support uh from people that were like help you know helping me you know slotch and and test things um and of course our amazing team Beatrice and her team but it really when when it we set out to be like okay you know because obviously there's you know colors are limitless and so it's like are we you know how do we keep it how do we keep an assortment tight so you know we yeah we would love to have like you know really fun trimmed colors and but but really it's about starting with to your point what I what I consider to be um core.
• 23:26
  SPEAKER_03: So that when you're putting a palette together like no matter what you need these colors you need your you know your bronzer you need your you know mauve blush or you need your you know smoky gray eyeshadow or whatever it is.
• 23:40
  SPEAKER_01: And I have to say I will say that when I was trying to kind of think about this and really say okay with the skew count that we're gonna do what shades should go in there and this is a place where I I asked Frank um Frank Topkin who is a supporter of our brand and I had this conversation with him and I said you know I'm I'm just so torn because you know if we're gonna keep you know this many shades and launch it's just you know you've you've got it it's it's you just almost can't address anything but these like super workhorse you know you know everybody wears these everybody has these kind of shades and he he said and I said but but then I don't have room for a lot of like super trends and he's like no but you are on the right side you start with these just like you're saying right your endorsement and he's like and then the community will say we want a lum green eyeshadow or we want you know yeah so um so that was kind of a journey it was actually I have to honestly say one of the most daunting tasks I've ever done in my career but it was so awesome and fun and um and also doing it like remotely with our team it was it was a lot that that's how we got to the statement your work shows because as a woman of color it is very very difficult for me to find not only you know I always talk about a nude lipstick right that I really want or actually the hardest thing is to find a red lipstick that works and the last time I found one was MAC the Ruby woo color and guess what the red that you guys that I have from you guys it's beautiful it looks stunning.
• 25:24
  SPEAKER_01: I was I put it on the other day and I was showing my boyfriend and I was like I feel beautiful yeah and I don't I don't ever use red you know what I mean I never use red and the fact that you've created this product that is so it's creamy it's beautiful and I can put it on and I can feel confident in the red lip I mean I don't think I mean I'm sure as a makeup artist you know like you know obviously the work that goes behind it but as a consumer it makes such a huge difference for someone like myself because if I have an event I need to go to this is my go-to lipstick and it's sustainability and you know what I mean there's so many great things in one place.
• 26:01
  SPEAKER_01: So I love that.
• 26:03
  SPEAKER_03: Wow yeah you know what when I hear personally because again as working as an artist and um and on the front side of the business I will tell you there's nothing that is more gratifying and heartwarming than like that type of reaction from a consumer who goes I feel beautiful.
• 26:22
  SPEAKER_03: I mean I think at the end of the day that's that's just why you do what you do you know as an artist or whatever is that when you can kind of feel help help you know kind of that transformative power of makeup is so real you know that's so exciting.
• 26:36
  SPEAKER_03: And I'm so glad you love the the red lip Vic probably made the other one you were speaking out about so he had his hand in both of your red lips maybe am I wrong?
• 26:48
  SPEAKER_04: Well you know there's there's really nothing against um um the industry today because they're they're all we're all trying.
• 26:58
  SPEAKER_04: Okay so I just want to kind of speak on behalf of the industry a little bit because we're we're all a part of it right you know we had the fortunate ability to come together and start greenfield which which which doesn't tie us down to legacy relationships we had distribution channels we had suppliers we had and customers we had it was all new so we we were able to come together and create the future of where we think it should go and lead away and show and and show you know what it can be done you can have a recycled pal uh plastic palette you can have refills you can have quality professional quality products that that that makeup artists would use uh religiously on set but they can be clean and healthy and good for you and and sustainable you can have all those things you can actually work with your your customer base your community you can share ideas back and forth on a regular basis with technology with the way things are going to you can do all of that stuff we'd like to lead the way the industry is trying but because everybody has uh an existing channel or product line or system it's taking a lot longer our goal is to lead but there's you know that there's a lot of great product out there great technology out there our goal our what we're hoping for is to is to do beauty better and and hopefully to move our industry forward so we leave it in a better place than than we started.
• 28:34
  SPEAKER_04: I mean that that's our goal a couple of two two big things two big things that are that are important in general not just for beauty but in general the first one is the first one is the connection that we all make as humans or or I guess we're conditioned to make it for for sure is the connection between excessive packaging and luxury and gold plated and and and and silver plated things and how that we associate that with luxury and beauty and and quality right you see something that that is beautifully packaged and shiny and you think wow that's a quality product to to the the the challenge the evolution I think we need to make all of us is to to try to break that association to to say look what the you can have a a quality product that is packaged in recycled molded fiber bamboo and sugar cane you know and that's the way we're back you can have a beautiful product that's packaged in recycled pet water bottles you can you can have a product that's beautiful and it doesn't have a lot of things that you expect it to have you know so that association that's important and and I think we're starting to move there as a society because you know x excess purpose you know Alicia talks about purposeful buying I I think that that is important.
• 29:51
  SPEAKER_01: And the other one is is throwing stuff away what single use package we are a packaging sold separately brand and I remember early on saying that to people saying what do you mean by packaging sold separately you know to me it came like you know when you buy a toy it's battery sold separately you know that line okay it doesn't come with the it you got to get it separate it doesn't come with your product so the idea for us was look you can buy an eyeshadow and a and uh and a lipstick and other products as a refill you don't need to buy the package all the time and that's what we're trying to encourage and that's it well your your refills are also like I mean you know I I'm sorry if this is I don't know if this was what you're going for but your refills by themselves I I can see myself popping into my purse and being fine with like especially with the lipsticks like I you know yeah I want the palette and I want this like cohesive you know like this this one place where I've got everything I need I need and I can just go there but even still you can still buy especially the lipsticks and and use them very very efficiently without missing out on anything you know in terms of like the the feel and the you know whatever the the packaging provides for people.
• 31:02
  SPEAKER_04: Yes and and that's the the connection that we're hoping the the connection you had yeah when you opened that product and you used it that connection that that's saying this is good product even though I'm using recycled I see it's made of recycled plastic and recycled molded fiber you still held that association that this is a really good product and that's what we need I think we all we're all striving for that.
• 31:24
  SPEAKER_04: That's what we're striving for at MOF is to is to get is is to help evolve that you know that the way we decide.
• 31:32
  SPEAKER_01: It definitely definitely shows um I do have one one question though um I know that there's a lot of talk um you know right now in the beauty community about just you know inclusivity with it when it comes to makeup lines and the shade ranges and stuff like that.
• 31:46
  SPEAKER_01: So when you guys were um you know like researching and coming up with the best colors and I think this probably speaks more to you Alicia um when you're coming up with these colors how did you like was there like a formula in your mind or did you just kind of go off of your experiences as in the makeup industry when you came out with the colors you want to, you know what I mean, just come out with initially?
• 32:07
  SPEAKER_01: Because I I think these work beautifully on every skin tone I from what I can tell.
• 32:12
  SPEAKER_03: Well thank you.
• 32:14
  SPEAKER_03: I mean obviously that was of epic importance and I mean I'll say something about just the specific shade range but you've got the guy on the phone who can talk to you all day long about inclusivity.
• 32:24
  SPEAKER_03: And I would love for him to tell you some of the things that he's done even with Crayola uh you know crayons and and shades um and obviously a pioneer at Mac making so many um shades for all skins but it is in terms of this specific product lineup yes um creating uh colors that would work um on anyone was so important and I do you know there is just that you know when you've been doing makeup your whole life my years as an artist and then also you know it's in product you know development work um you just you kind of know you know right you just it's more like muscle memory you know like this shade is gonna work great on a a very golden skin tone right that has a lot of that Mediterranean golden and this is going to work great on a deep rich skin tone or so you do have a lot of that in your data bank um but then we did test as well on all skins um and I tell you something listen to this like we literally were racing the clock we we were finishing up trying to test our shade library um you know our on multiple skins uh just before we got you know like kind of locked down with COVID.
• 33:41
  SPEAKER_01: I mean it was uh but we were able to um you know get product on a a multitude of skin tones and really test and try and make sure that you know we had shades that were complementary um you know across all undertones you know warmer cooler lighter deeper um and that was really uh an absolute you know must do um for us yeah no that makes sense and I actually want to ask about the formulation um Vic because uh I'm not gonna lie your your lipsticks are the creamiest and most beautiful like it's like one swipe and you're good.
• 34:22
  SPEAKER_01: Like how did you formulate this?
• 34:24
  SPEAKER_01: It's so so good.
• 34:26
  SPEAKER_04: Yeah well you know what it's um you know practice makes perfect you know I I've been in this for for 35 years and uh I've seen I've I I have that feel and that sense of when you're working on a product like a lipstick it's it's a balancing act.
• 34:43
  SPEAKER_04: You know if you make it too creamy it doesn't stick.
• 34:45
  SPEAKER_04: If you make it too sticky it doesn't that's not slippery.
• 34:48
  SPEAKER_04: You know if there's too much pigment it feels dry.
• 34:50
  SPEAKER_04: If there's not enough pigment it's too sheer the the way these were were were meant were formulated was let's make the professional want to use it and feel good about using it.
• 35:01
  SPEAKER_04: And then let's add the lug the the additional quality emollients that give it that extra what's the word you use Alicia okay Alicia uses the word zhuzh so we have this thing in our like zhuzy you know like the can the Vic and our amazing team Beatrice and and and Mame and Micah our product development and and chemist team they love when I'm trying to talk to them in very unscientific terms.
• 35:34
  SPEAKER_04: Like you know I just wanted a little bit more like yummy just you know some yum yum like you know what I mean right so that's what we and and as a team and so uh as a team that's how we work so uh when we we can you know I I know with with our team we can formulate quality professional products that are healthy or clean.
• 35:55
  SPEAKER_04: Then there's the art element the creative element where okay how do we get this professional product to just feel good and that's where we put that little extra creative uh energy into the formulation.
• 36:08
  SPEAKER_04: And it's a matter of choosing um you know natural emollient the derivatives that uh have that feel but don't take away from the staying power and the quality of the product.
• 36:18
  SPEAKER_04: So you know it's a little bit of art and science.
• 36:20
  SPEAKER_04: You know you're you're a professional you're a doctor you know that a lot of it is science but then sometimes you just got to know what to do and when to do it.
• 36:29
  SPEAKER_01: Yeah intuition yeah yeah and that's the big difference.
• 36:32
  SPEAKER_01: So um that yeah that's yeah that makes I mean that makes sense and also you know I just I I really wanted to ask because it's you know it's very important for everyone out there listening to realize that you know this really your line is truly truly quality I mean when I when I use it it reminds me of you know any any other top brand I would go to for like you know whatever it is that I'm looking for except it's you know it's there and it's exactly what I need and I I think you know everyone needs to realize that it doesn't have to come like you said in this crazy packaging and this you know really heavy glass packaging and the the product really truly speaks for itself and I don't think you see enough of that at all in the beauty industry.
• 37:16
  SPEAKER_01: It's it's a lot of um you know marked up pricing for you know ridiculous packaging and components that they're not even part of the beauty aspect.
• 37:26
  SPEAKER_03: So you know I I love that and I actually want to that's like a segue into the pricing um for how you guys decided the price points for your for your um products how what was that whole process because they're very very affordable you know well thank you I mean we you know we honestly I think this is the first time I've actually said this to anyone but you know when we when we first set out we really had hoped uh to price our products even a bit lower um but quite honestly what we are doing is expensive uh using the types of materials we're using and using post-consumer recycled materials are more expensive than virgin materials and Vic is you know and Beatrice and just our team you know we're we're product first team um you know whether I'm I'm I'm the outcome artist they're all the brilliant you know chemists and innovators that can make it happen but um you know it's we're we're tough critics so um to get validation that you appreciate the the quality of our products is like probably the most favorite thing that we could hear.
• 38:34
  SPEAKER_03: And you know, because we set out to make obviously you know you know products that that we hope that everybody will will love.
• 38:43
  SPEAKER_03: And uh I'm so sorry I just lost the point.
• 38:46
  SPEAKER_03: Your original question was as I was talking about product quality I'm so sorry.
• 38:50
  SPEAKER_03: It's okay.
• 38:51
  SPEAKER_03: It was um values yeah and I can and I can yes the price point yes the price point I'm so sorry well and Big go ahead but we when we were making it and we realized like these are just um these are just compromises that we can't make because we you know we want to produce a product that we're really proud of.
• 39:11
  SPEAKER_03: And so uh you know but we also wanted to be in a place that was affordable you know enough.
• 39:17
  SPEAKER_03: And so we're you know really kind of looking at the the landscape of presti prestige cosmetics um and and just trying to you know the best we could fit into that space.
• 39:28
  SPEAKER_03: And we're able to do it.
• 39:29
  SPEAKER_03: And one of the reasons that we're able to do it is because we don't have to charge the customer for the package every time right so we're what you're buying is great formula um and your package is separate.
• 39:44
  SPEAKER_03: And so that's one of the ways that we were able to make the the the the price structure work the way it does.
• 39:50
  SPEAKER_04: And Vic, you were going to jump in and say yeah um so that's a great question it really is I we are as a team very sensitive to value.
• 39:59
  SPEAKER_04: I am just personally you know as a shopper I am very sensitive to value.
• 40:05
  SPEAKER_04: And I'll call it value because value is is more a judgment call based on what you feel you're getting for what you're paying right so I'm very very on value and the the what we want to do and what we're trying to do here is expensive.
• 40:20
  SPEAKER_04: And I'm not saying it just so everybody feels bad and saying oh poor guys it's expensive.
• 40:24
  SPEAKER_04: It's expensive it c it's it's more costly than normal because we're doing things out of normal.
• 40:29
  SPEAKER_04: So if you think about everybody's doing it one way or we're trying to do it another way.
• 40:33
  SPEAKER_04: So the first time you start doing it it's going to be a little bit more post-consumer recycled anything generally is more much more money because the the the time to clean to get it clean it recycle it take it out of the waste fill is um a little bit more money than it than taking a barrel of oil out of the ground and and crack fracking it and making plastic out of it.
• 40:54
  SPEAKER_04: Because the barrels the barrels of oil are very cheap now.
• 40:57
  SPEAKER_04: So so you know most people would say look you know no one's really going to care let's just make it with the virgin material we'll save some money.
• 41:06
  SPEAKER_04: We're saying no we don't want to do that.
• 41:07
  SPEAKER_04: We want to do it this way we want to use post-consumer recycled material as much as possible.
• 41:11
  SPEAKER_04: And that's not an absolute statement.
• 41:13
  SPEAKER_04: So what I mean by that is that we're not we're not there today.
• 41:17
  SPEAKER_04: We're not happy with where we are today.
• 41:19
  SPEAKER_04: Our goal is to get to 100% on everything we're doing we're pushing the limitations of everything we're doing all the technology that's available.
• 41:27
  SPEAKER_04: So that costs a little more but the where where we get to really um give better value I believe is the packaging sold separately model.
• 41:37
  SPEAKER_04: So we're associating the cost of the package so you buy a$20 package or sorry you buy a$20 lipstick or a$50$4 foundation at your favorite store half of the money generally goes into the paying for the package.
• 41:55
  SPEAKER_04: Yeah if you buy a$40 foundation compact$20 of the dollars is to pay for the packages you'll throw away in three months.
• 42:05
  SPEAKER_04: Another$20 goes into the product if you buy the packaging separately you pay the$20 once or the$10 or$15 whatever you pay but then you the the the the refill is not that as expensive.
• 42:18
  SPEAKER_01: And so what we can do here is they increased the uh costs of doing PC post-consumer recycled um allows us to make better products we could spend more money on the eyeshadow on the lipstick on the blush and not charge you as much because we're not you don't have to we don't have to recover the cost of the package no I do wonder I do wonder about this though Vic because I know there's a lot there's a huge market of especially young women and men um that are very attracted to that you know that glitz and glamour of the of the packaging and you know what I mean like there's a lot of brands that are monetizing off of just that infatuation with the initial peek into like you know what does the packaging look like so how did you guys um consider the demographic to which you're marketing and you know trying to combat that that whole thing that's going on with you know just the I don't know the vanity of it all right I mean that's I for lack of a better term um you know how did you how did you figure that out with the demographic I'll tell you just one thing on Alicia that's not our that's not our target customer our target customer is a thoughtful purposeful shopper and and Alicia has more I'll turn it over to you Alicia Well I mean I think I mean certainly you know you know when we kind of look at who would be our shopper when we think about that we think it's people that are like minded to us people who um are are make when they go out to buy something whatever it is right I mean it it could be you know food beverage any personal care item whatever they're they
• 44:00
  SPEAKER_03: probably have a sustainability goal in mind, you know, potentially.
• 44:05
  SPEAKER_03: And so, you know, obviously uh you know we kind of know that going in that that that that our consumer is going to be interested like that.
• 44:14
  SPEAKER_03: And you know, like Vic said, um you know the the the consumer that really wants uh what we call we call it an industry precious packaging um you know and like I'm sure you know I mean and I you know you put weights in in compacts and pallets to make them feel heavy and more luxurious and you know like those types of things I mean that's just not our brand.
• 44:38
  SPEAKER_03: But I have to say something and I I really mean this.
• 44:41
  SPEAKER_03: I think that you know can we start to think that sustainability is the new luxury you know that doing the doing the right thing is the new you know luxury or um and and and honestly I have to say we worked so hard on the design of the packaging right down to like how the logo you know is you know debauffed into you know the the product or uh whatnot.
• 45:09
  SPEAKER_03: I mean we we didn't want a consumer to feel that they were having to compromise uh to buy sustainable packaging.
• 45:17
  SPEAKER_03: You know, we wanted them to be like, oh my gosh and this is still so cool.
• 45:20
  SPEAKER_03: I mean we think especially like uh it's at least from the um feedback that we've gotten um on our outer packaging and our compact and palettes that people are really receptive to them and like them despite them being you know post-consumer recycled you know all of this um so we did our best to to to present something that that didn't feel like a compromise.
• 45:41
  SPEAKER_03: But I also think again, you know, it's a it's a shift of mindset.
• 45:46
  SPEAKER_01: And I think when you start to educate and you start to think about you know refill and reuse a material selection and whatnot, you know, I think you just start, you know, that that feeling that you get that when you just have that beautiful precious package hopefully you start to replace that with the feeling you get knowing that you've made a a a more earth friendly choice right right absolutely absolutely and I you know and I love that don't get me wrong you know I am all in with the sustainability aspect of your of your brand I think it's absolutely brilliant and you know I urge everybody just you know to really like read more on your website and just you know really understand what you guys are doing.
• 46:27
  SPEAKER_01: But I also want to make the point that it's not just about sustainability.
• 46:32
  SPEAKER_01: So like when I you know for example if I have a girlfriend that I know is like me she struggles to find her favorite shade of blush or she you know she struggles to find the right kind of eyeshadows to to wear to her job you know she's a lawyer um I can easily tell them my favorite makeup brand is mob beauty and then she can go and try your products and just based off of that just the quality is what she's focused on.
• 46:55
  SPEAKER_01: Yes the sustainability aspect is there and it's a it's a wonderful thing to have in addition but like you know I I think my point is more even towards just a person who's buying makeup because they want to buy good makeup.
• 47:06
  SPEAKER_01: You know what I mean?
• 47:07
  SPEAKER_01: Like it's it's like they're not they're not approaching a product because they think it's more sustainable or that it's better for the environment even though we all should um they still believe in I want my perfect blush color you know what I mean so I want to and that's that's what you know when I look at your products I can honestly say that I would be able to recommend this to a friend of mine saying based on just that you know what I mean and then the sustainability comes after almost for me.
• 47:34
  SPEAKER_03: Well that's awesome because listen product is keen you know I mean to the consumer I can give you the most sustainable package in the world but at the end of the day you might buy it once but if if the product doesn't perform for you you're not gonna buy it again.
• 47:50
  SPEAKER_03: You know I mean you'll go look for another sustainable product that maybe performs better.
• 47:55
  SPEAKER_03: You know you'll but at the end of the day product is king and this is why I feel so fortunate to work with such a tremendous group of people um like Vic and Beatrice and you know our small but mighty team of uh product innovators um it's you know to really bring that to life so thank you.
• 48:18
  SPEAKER_01: Yeah and I actually want to ask um uh Vic what's what's next for Mob?
• 48:23
  SPEAKER_01: I mean what what kind of products are you guys going to be coming out with next?
• 48:27
  SPEAKER_04: Well you know that's an amazing question.
• 48:29
  SPEAKER_04: And uh you know Alicia and I we talk about this um as part you know sometimes when we're explaining what we're doing.
• 48:35
  SPEAKER_04: We we actually look to create a packaging vehicle uh platform before we commit to a product category so the one of the issues with our industry is that a lot of the packaging today is designed to throw away you use it and you throw it away.
• 48:56
  SPEAKER_04: So it's up to us uh to help design and push the supplier base to say no we need to do it differently and so far we've we've invested in the lip capsule and the palette and compact um reusable refillable customizable palettes but we are we are in the process of customize of designing and customizing refillable uh packaging for other categories which we have yet to launch so what's next I'll leave it um open for everyone to think about what we could possibly do next i will I've learned enough in this industry not to commit to saying anything because then Alicia gives me help.
• 49:41
  SPEAKER_04: Well we also have to make sure we don't want to overpromise and under deliver okay and typically I'm working on a project two years before it actually you know you end it ends up in your um bathroom or your purse so you know I get really excited well before you see it.
• 49:58
  SPEAKER_01: And I I I can tell you to be specific we we are once we once we create refillable reusable packaging platforms we'll be launching um typical product industry professional industry products in them I love that I really love that well you know thank you guys so much uh Vic and Alicia this has been awesome and I I would love to actually do something on on like a IGTV live or something and we can play around with the colors if if you got Alicia if you have time for that that would be so cool.
• 50:36
  SPEAKER_01: Yeah yeah absolutely like do like that like the live tutorial thing you know and just show people all the beautiful looks that we can come up with so but yeah thank you so much for your time well thank you for inviting us this is so much fun yeah it was my pleasure and I'd love to have you both back anytime.
• 50:55
  SPEAKER_04: So thank you for all the hard work you do all the hard work you do in your day job it's really appreciated.
• 51:01
  SPEAKER_01: Yeah thank you so much I I truly truly appreciate you saying that thank you and everybody listening out there please please go check out Mob Beauty um I will definitely tag them in the cover art for this and really I mean genuinely check out this brand it is true quality you know makeup at its finest and I can't say enough good things about it.
• 51:20
  SPEAKER_01: So leave some comments some feedback um let us know what you thought of the episode if you have any questions for Vic or Alicia or um you know the whole team at Mob just leave them in the comments and I will pass them along and thank you guys so much.
• 51:34
  SPEAKER_04: Thank you.
• 51:35
  SPEAKER_03: Take care thank you so much this has been a pleasure thank you so much.
• 51:39
  SPEAKER_03: Thank you.
• 51:46
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