Danish-born makeup artist Kirsten Kjaer Weis has created a high-end makeup line that is good for your skin. The natural ingredients mean no more makeup-induced breakouts.
POPSUGAR: How would you describe your brand in three words?
Kirsten Kjaer Weis: Organic, high-performing, and luxurious.
PS: What inspired you to start a clean beauty line?
KKW: I was inspired by my time in the field as a makeup artist where I saw firsthand all of the skin issues that the models were developing. I was able to see the effects of the conventional makeup that they were wearing on a daily basis. At the time, there wasn't an alternative within the green space that could replace the conventional brands in my kit. That was my aha moment, realizing that there was a gap in the market. I wanted to merge these two worlds together without any compromises.
PS: Why is it important for women to lead beauty innovation?
KKW: The majority of customers using beauty products are women, so we need to set the tone for what is acceptable within the industry. This also translates into marketing and imagery. The pressure that the industry has put on women and aging compared to how they embrace it when it comes to men, there is a massive discrepancy. It's extremely important for women to lead this beauty innovation.
PS: What are your hopes for the future of the clean beauty industry?
KKW: I hope that the industry keeps expanding and that it steps out of being the "little sister" niche market. I believe the roles will eventually reverse within the industry, allowing clean beauty to become a given. I also hope that there are eventually more defined standards within the space in terms of natural vs. organic to help simplify for customers.
