Stila Founder Jeanine Lobell Disrupts The Beauty Industry Again With Neen, A Makeup Subscription Brand

2022-03-26 07:18:45 By : Mr. Jack Liu

When Stila burst onto the beauty scene in 1994, it took the makeup world by storm. It earned a cult following practically overnight, with their “Kitten” eyeshadow becoming a must in every makeup bag and everyone wanting Lip Glaze in every color. When Alexandria Ocasio-Cortez shared that the Stay All Day Liquid Lipstick in Beso was her go-to, it flew off shelves. After Stila founder and makeup artist Jeanine Lobell sold the line to Estee Lauder in 1999, she consulted for other beauty brands. “But I still had more ideas,” Lobell says.

That idea is Neen Makeup, yet another disruptor of the beauty world. Every month, subscribers receive a postcard in the mail featuring five different makeup looks on five very different models, with five makeup samples right there on the postcard. Scan the QR code and you can follow along with each model to recreate the look at home using the samples on the card. “I saw how online tutorials had taken over and I wanted to take that to the next level with Neen,” Lobell explains. “Each of the models does their own makeup so it’s easy to follow along.”

The models aren’t your typical faces with a typical casting story, since they’re everyone from friends of Lobell’s kids to comedians. (Eventually Neen subscribers will also be included.) Not only are they diverse in their skin tone; that’s also the case when it comes to their personalities, which Lobell wants people to get to know. “The tutorials are about more than just the makeup looks—the models talk about themselves, where they come from, what their interests are, causes that are important to them,” Lobell says. In fact, Neen’s giveback program takes turns donating to various nonprofits, and the models’ causes will rotate as recipients. During their tutorials, the models also share how people can get involved or donate to their cause of choice.

By including a range of models, it naturally shows how universal each makeup shade is. Some of the models created their own looks, while others needed a bit of a hand from Lobell. Each tutorial is shown in split-screen viewing so that you can see both the model and yourself at the same time. So that you never have to put down your makeup brushes, the interactive tutorials work with voice commands so you can pause or go back or forward. Once your look is complete, you can post a selfie or video to connect with the rest of the Neen community.

Neen looks to create at home

“For me, makeup has always been about creative expression, not fixing a problem,” Lobell says. “I started that ideal at Stila and Neen is the expansion of that.” The swatches on the postcard include eyeshadow, eyeshadows that double as highlighter, cream blush and lip gloss. Eventually Neen will expand their product range, including offering long wear lip color. Subscribers and non-subscribers alike can buy full-size version of the makeup samples on weareneen.com, where the entire Neen collection is available, as well as shade extensions that don’t appear on the card, plus additional offerings like mascara and eye pencils. The subscription cards cost $10 each month with a one-year subscription (or $12 without a yearly subscription) and all full-size products are $22 to $25 each.

Neen created the very first silicone compact for their packaging. Since silicone is made from sand and oxygen, it doesn’t release micro-particles that pollute the ocean and harm ocean life, plus it has a low environmental impact and is very durable. “You can’t start a new beauty brand without thinking of sustainability,” Lobell says. “Once you’ve finished your eyeshadow or whatever, you can put the compact in the washing machine and then refill it.” After its time as a makeup compact is done, it can be recycled into a new product, such as a playground mat, dog toy or yoga mat. Leave it to Lobell to create another full circle beauty moment.