A short conversation with partners Kasten and Frank
KASTEN: Let me get this out right now - I love lipstick. I've been a fanatical collector since my professional wind surfing days, but I couldn't afford the brands with the best ingredients - the ones that would heal my lips instead of turning them into prunes. So I started researching lipstick and discovered that even the best ingredients account for only 20% of the lipstick's cost. The rest is fancy packaging to justify that heart stopping price. I started making my own lip color using the same top tier ingredients and since it was just the raw lip product, it cost a fraction of the luxury brand. Perfect! But how would I apply it? If I added an expensive luxury applicator I'd be right back where I started. I was stumped until I met Frank.
FRANK: When Kasten and I first met, I was toying around with a Swiss Army Knife concept for women. Kasten flipped over the art I had done for one of the metal "Blades."
KASTEN: It was the perfect applicator design for this lipstick I was working on that used 40% less wax.
FRANK: This girl mixes her own Lipstick formulas! Crazy --
KASTEN: This guy builds his own CNC machines - engravers -- sock fillers.... NUTS.
FRANK: We joined forces and started a company to realize Kasten's obsession: How to get girls the very best lip product for a drugstore price:
KASTEN: We took a cue from the printer world where they put the ink into a small cartridge. That's what made that entire industry work. Imagine throwing away an entire printer when it ran out of color.
FRANK: But that's exactly what a girl does with her cosmetics - even with luxury lipstick. When it's depleted, it usually ends up in a landfill. So we copied the idea and put Kasten's Lip Color into simple cartridges that are recycled 100% through our company. Landfills hate us.
KASTEN: -- Frank designed the cartridge to mate with his Applicator, which we made from surgical grade stainless steel so a girl would only have to buy it once.
FRANK: And when it was empty she could simply refill it with the best quality lipstick on the planet for only $10.
KASTEN: We named the lipstick line JUST the COLOR.
FRANK: And the applicator The Forever Blade.
KASTEN/FRANK: We think you'll like it.
JUST the COLOR Refill Cartridges and the Forever Applicator "Blade." The Forever Personal Home "Blade" Refiller (available mid July)
"Just the Color - Please!"