PS: How do you decide what products to create?
HK: People have asked us to do liner or contour, and it's not that I wouldn't consider it, but I have to feel a real connection to the product. And sometimes I really like what's already out in the market, you know? Like, I really do like the Anastasia Beverly Hills and Kat Von D contour kits. I really love the Too Faced bronzer.
If it already exists, and I love it so much, we might not do it. I ask myself, "What do I need? What do I want? What can't I find?" And then we go there. For example, I was using a primer that I really loved, but found the dimethicone to be so much better for my skin, so I was like, "OK, maybe we should do this." I get nervous before a product launches because I don't know what people are going to think when I say, "This product was inspired by Vagisil."
As a small brand, we also can't really have products go on sale or products that don't do well, so that's scary. We have no other choice than to put everything into one product at a time.
