Business 27 March 2017
A little pill-shaped lipstick in the perfect shade of nude is helping lead a paradigm shift when it comes to beauty. According to Natalie Mackey, Co-Founder of Winky Lux, makeup should be uncomplicated, affordable and influenced by today's social trends.
Mackey, who began career in finance, is a fast-thinking entrepreneur with a passion for disruption. Her brand is designed to lure Millennials out of the drugstore with a thoughtful curated assortment of products designed specifically for this in-demand demographic.
“We're trying to take market share from drugstores and convenience stores," says Mackey, who launched Winky Lux with her partner Nathan Newman in 2016. “It's about a dollar more and you get the full luxury experience; a product in a box with gold stamping. It's a thoughtful and niche value proposition at $14, but you aren't settling. If you go into drugstore most of the makeup is actually expensive, so why not get something more authentic?"
In 2015 Mackey launched Glow Concept, a holding company set on shifting the narrative when it comes to affordable beauty. The company's portfolio brands, which include Winky Lux, Jypsy and Laqa and Co., launches new products every 15-30 days and works closely with digital influencers to drive sales, both on and offline. Glow Concept brands sell to over 200 retailers across 90 countries including ASOS, Sephora, Belk and Fred Segal. Winky Lux is in over 1000 doors internationally, including Nordstrom, Pac Sun, Forever 21, American Eagle, Sephora in Asia, and Colette in Paris.
“Winky Lux is designed as beautiful precious little jewels of beauty," says Mackey. “It's not mass or class; it's more about the product."
The brand, which is known to be immediately reactive to trends (think: rainbow eyebrows), is all about relevancy and speed. Mackey said that while not all trend-inspired products are meant to become best sellers, they do help add to Winky Lux's social buzz.
“We were seeing girls putting color on eyebrows and thought this is cool, so we launched the rainbow eyebrow palette, which is still one of signature products," says Mackey, revealing that among the brand's best selling shades is a nude called Meow. “Compared to other products we sell very few, but we get a lot of press and digital traction. Some products are more for relevancy and to add excitement to the brand. it's a reason to talk to customer."
At the core of the Winky Lux brand is offering Millennials products that evoke a luxury brand experience at just pennies more than mass market offerings, available at drug stores (where the majority do their makeup purchasing).
“A lot of thing marketers don't address is the crippling student debt young girls have; it's higher than it's ever been," says Mackey. “We are finally starting to see recent college grads get jobs again, but they have a ton of debt and higher lifestyle expenses. Everything has gotten incrementally more expensive. Studies show they still buy a lot of their makeup at drugstore but are embarrassed by it because the branding is so off."
With that realization, Mackey set off to create a “super luxurious line at a drugstore price," with a focus on quick product execution.
“We sought quick turn time manufacturers and invested in technology to make supply chain really succinct," says Mackey. “We have a hard fast 45 day [product manufacturing] rule. If the lab can't keep up, we'd move on."
According to Mackey the move to produce fast not only allows the brand to be immediately reactive to social media trends,), but also as a way to keep inventory under control.
“The way that startups die is inventory risk," says Mackey. “We wanted to be able to get into a product fast, and launch it into the market while it's hot."
In terms of the product assortment, Winky Lux designs were inspired by Artist Damien Hirst's 'Pill' Collection.
The range includes nine product categories: lipsticks, glosses, eye palettes, face powders, contour powders, brow sculpters, blush, illuminator, and cream eye shadows. Each product is packaged in custom white lacquer, silver, or gold and is housed in a floral patterned box. Lip Velours, which are among the brand's top sellers, feature metallic packaging, shaped like a pill capsule. Additionally, each lip velour color has its own hashtag so millennials can track their color and see a digital mood board that inspires new ways to wear the color.
WIth over 50,000 direct customers-the brand does 30 percent of its business online- in just 14 months, Mackey said she is focused on growing the social media following and identifying more trends that can become future products.
“We have a lot of young Millennials on the team who track Millennial publications like Mashable, Popsugar, Buzzfeed, and Refinery 29, as well as influencers," says Mackey, adding that Winky Lux trend scouts identified more than 350 trends just last year. “Trends start small and then they have a ripple effect."
Mackey says the Winky Lux future may include new partnerships with retailers like Target, with a masstige positioning. This summer will also bring a standalone Winky Lux retail store to the Lower East Side neighborhood of Manhattan.
“Having a store will allow customers to come down and see all the new products as they happen," she says. “We can have parties, and hold activations. Having a retail space also gives you data and power and the ability to know how much you can sell in a certain amount of space"
And, of course Mackey says she is hoping to continue improving the brand's turn around time, making ideas become products even faster.
“The faster we launch the more customers we get," says Mackey. “The more people care about us, the more they need something new. We want to keep innovating, and keep the product lineup fresh."
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.