More than a mascara,a movement. That’s the mindset this month as our brand introduces theIm-possible, a first-of-its-kind Certified Organic formula that exceeds every expectation with ultra-satisfying volume and refillable, sustainable packaging—while treating the lashes with a new standard of integrity.
Until now, truly volumizing mascaras have not existed in the Certified Organic space. Founder and makeup artist Kirsten Kjaer Weis is on a continual journey to answer the needs of customers and fill the void. She compromises nothing in her quest, with each formula personally and painstakingly made from the purest organically farmed ingredients. No detail overlooked. No small feat.
It is with great pride we introduce a new era of outperforming mascara. In the accompanying Q and A, Kirsten reflects upon herjourney to make all things possible with one game-changing and Certified Organic dream come true.
Q: What challenges made this mascara aptly named The Im-Possible?
KKW:We didn’t just set out to make another mascara. There are a lot of volumizing mascaras out there, but the world was still bereft of the one that would combine organically farmed ingredients, high performance, refillable packaging and total sustainability.To make this formula, we had to commit to getting Certified Organic ingredients to perform impossible feats of volume. It took close to two years to perfect the nuanced profile and I believe we tested over 30 of them. To be able to achieve next-level volume from nothing but Mother Nature’s bounty was a very exciting challenge that required stamina and brilliant partners who shared in our vision.
Q: Most mascaras end up in landfills with their use-and-dispose nature, how does refillable packaging help the earth?
KKW: Most women will probably go through — depending on how much they love mascara — somewhere between six to eight mascaras a year. That's just one product. The amount of waste that a beauty routine can generate can be significant. So to really take responsibility and do our part has been key since the company’s inception. With refillable packaging, every time you need to replenish, you’re creating minimal waste. You’re becoming part of the solution. We make this possible without compromising on the aesthetic experience.
Q: How did you know you had achieved the perfect formula?
KKW: Even with one coat you get immediate results, so we knew we were onto something big. To be able to layer without limit, without clumping is huge. This mascara does not require you to correct it or go over it too many times to extend and shape. And it lasts all day.
Beyond the science, we often measure our products in terms of compliments:"Wow, your eyes look amazing"or"Did you do something different? You look incredible."These sentiments are so much more powerful than,"That's a great mascara you're wearing."That’s what we call the“made you look”effect.
We exist to beautifully — but stealthily — enhance natural beauty and make all things possible from one versatile product. That’s ultimately the test we use to decipher whether or not we’ve landed on a winning formulation.
Q: What’s different about the dual-sided brush everyone is raving about?
KKW:Certain mascaras require you to go over them with a comb to make it look as perfect as possible. Or you have to give it a couple of coats, or a lash curler becomes essential. We designed the Im-Possible so that every brushstroke ensures you exert as little effort as possible.
The two sides are engineered so that when you build volume, you start at the root. That's what the larger flat side of the brush is for. And then you extend, shape and define with the shorter side, and use it to coat the lower lashes. The formula is not quick to dry so there is a lot of playtime to create the look you want to achieve.
Q: What are your favorite eye makeup tricks?
KKW: If you want to take your lashes over the top, do this: Start by using an eyelash curler on dry lashes, curl up several times with a gentle touch. Then apply the Im-Possible Mascara, one to two coats as you desire. Go back in with your lash curler and curl on top of the mascara with a gentle hand, that is very important. There is a viscosity and texture to the formula that allows for maximum volume — it holds up. And the brush will allow you to take total control of the end result.
If you want to create authentic-looking depth: Just apply a gentle touch of a brown pencil on the waterline. It doesn't really matter if you have smaller set eyes or larger eyes, this does the trick for everyone. It makes the eye pop.
If you want to remove the mascara with ease: Kjaer Weis oil-based cleanser functions beautifully as an eye makeup remover. Just one swipe and there will be no traces of mascara left on your pillow. I do it every night.
Q: Tell us more about your brand movement.
KKW:For a product to be Certified Organic it has to be much more than clean. COSMOS ECO CERT requires ingredients to be pure while respecting biodiversity, animal welfare and human health without herbicides, pesticides, petrochemicals or GMOs.Brands like us are challenging clean beauty conventions. Terms likenatural,clean,green— evennon-toxicandno parabens— are no longer enough of a credential. This type of lexicon has begun to appear on all sorts of products, truthful or not.
We're the first and probably only brand that has a fully refillable portfolio, meaning 75% of our portfolio actually is refillable and 25% is recyclable or recycled. Mascaras are really hard to recycle, because they are made by a combination of different materials and the pieces are very small (anything that is under three inches in the US cannot be recycled).
We use materials that already exist — the recycled nylon bristles of the brush, or the recycled plastic or aluminum in the component — because every little detail helps.
Additionally, there is this misconception that for something to be sustainable or refillable it has to look a certain way, very earthy or natural and not always luxurious.What we've been able to create is a component that is elegant, bold and sophisticated. It’s beautiful to pull out of your purse, and that'sreallyunexpected with a sustainable product.
So, at the end of the day, I guess you could say thateverything about our brand strives to accomplish the impossible. We certainly aren’t perfect but we believe in a multilayered approach and we’ll always be evolving.
