In 2024, a brand is always about more than simply product. Yeah, the products need to be great, but consumers have to be able to get behind the why of a brand's existence and feel aligned with what we're putting out into the world as marketers and as founders.
Which is precisely why Seattle-based lip gloss line Chiflada Cosmetix captured our attention with its intentionally "retro" visuals, playful marketing, and savviness for visual storytelling.
Chiflada is founded by Janay Moran, a professional hair and makeup artist and master educator who's worked for beauty giants such as Anastasia Beverly Hills, Ulta and Lush, and is a graduate of the Paul Mitchell school.
"Ever since I was a little girl, beauty has always been a huge part of my heart. I created Chiflada Cosmetix to represent my passion for beauty and my interpretation of it. I was ready to have full creative control and make something that fully resonated with me," Moran shares.
Chiflada currently carries (3) lip glosses that retail at $15.00 each and are available for purchase on the brand site. The shade range includes: Besties (iced coffee nude with gold shimmer,) Fairy Dust (clear with holographic shimmer,) and Venusian Baby (sparkly strawberry yogurt pink).
On the inspiration behind her brand, Moran shares the following:
"[It started] when I first fell in love with makeup during the Y2K/McBling era where everything shimmers and is glossy. I couldn’t remember a time in my life when I didn’t have lip gloss. It only felt right to start Chiflada Cosmetix with a line [of my own]... my inner child wouldn’t have allowed anything else."
Chiflada Cosmetix is based in Seattle, Washington, a city that's more known for its tech culture, rain, and plethora of fleece-clad residents rather than beauty, something our co-founder and temporary Seattleite is typically devastated by.
Moran explains that Seattle is more skincare-forward when it comes to its beauty culture, which makes sense given the function-focused and outdoorsy lifestyle many lead here.
The city is home to a variety of known and loved skincare brands such as Paula's Choice, HydroPeptide, Kari Gran, and FRENCH GIRL.
But we love the opportunity to make a cosmetics moment happen and lip glosses fully feel like an ideal category to explore when going to market as a new brand here.
The founder loves her work in the beauty industry, emphasizing that the ability to connect with such a variety of people as being one of the major perks.
"It truly is so beautiful to witness how intentional and different everyone’s routines are," she says.
Since founding Chiflada Cosmetix, she's experienced the added benefit of serving as a source of inspiration for her community.
"To see who I light up around me just by following my dreams; I like to play nonchalant like this isn’t a big deal, but it really is and I deserve to acknowledge it," Moran shares.
We couldn't agree more!
While the brand has just launched in 2024, we're always curious to hear about what's in store for the future when we're chatting with founders.
Moran's ultimate vision is to have a fully developed community, more so than a brand.
"A safe space where everyone is welcome and all beauty is valid," the founder explains.
Lip gloss won't be the only product Chiflada Cosmetix includes in its lineup, but as for specific details about what will be added down the road, we'll simply have to wait.
As far as advice for fellow and aspiring beauty founders, Moran leaves us with the following:
"If you have that burning desire to create something for yourself please act on it. I promise you wont regret it."
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