Hi, I'm Paige.
I'm a makeup addict.
I love the way makeup gives me the ability to transform, conceal, and enhance the way I look on a daily basis.
I believe everyone should be able to experiment and have the ability and tools to do so - regardless of societal norms.
*Yes, that's 40+ different lip tools.
A quick little lesson.
There’s a difference between sex and gender.
We hear terms like 'transgender' and 'non-binary' and it can get very confusing.
But just imagine how confusing it is for someone to determine if they're the "correct" person who ‘can’ or ‘can’t’ wear makeup determined by society.
Biologically based + secondary sex characteristics
Personal identity + social roles
The beauty industry has come a long way.
But how do we empower users to purchase and experiment with cosmetic products if we live in a world that only speaks to one gender?
Don't believe me? Check out your local beauty aisle.
I knew what I didn't want to do.
I've seen a lot of mistakes and cringe-worthy moments in recent product and brand releases.
When creating a formula for all skin shades, undertones are important.
Just watch this commercial.
Be too trendy.
I wanted to create a lasting solution, and a brand that people could invest in.
Too much science for me.
Brand Behaviors and Benefits
Identifying user needs
I created a survey for all levels of makeup wearers to be heard, and to guide the product collection with intention.
Within the survey and in-person interviews, I found the most need for the brand was in naming and tools, product and scent, purchasing, and education.
I wanted to include faces that every person could be inspired to experiment by, and feel they were represented by KIT.
For packaging, I knew simple labels and bold colors were the way to go.
I worked to create a bright and interesting visual style, while still being thoughtful to gender-specific colors.
It got messy.
Especially balancing shelf stable products, matching pigments, and the right amount of scent.
There was a lot of trial, but even more error.
(But mainly a whole lot of fun.)
Luckily I had help from a local grocer with an awesome raw ingredients section, as well as an indie makeup brand for guidance.
Easy. Clear. Custom.
KIT's product collection lists the function and composition of each item right on the label.
Stain is a pure pop of color to be used as a blush, eyeshadow, or any part of you that needs a little pigment.
Balm is an all-over moisturizer that goes a long way, and comes with an optional glitter sheen.
Goo is a quick save after an all-nighter or night out with friends. Using color-correcting clay, it acts as a single use undereye concealer.
Tint is a pressed powder that can be dabbed with fingers for quick coverage, or mixed with balm for a liquid base that's buildable.
Testing + feedback
Every person has a different relation with personal care.
And it's a lot to ask to add in another step to their morning routine.
I received feedback from people of all ages and genders if the products would work for their skin issues, and the barriers that would hold them back from wearing KIT.