Pretty Clean

Pretty Clean

Story Image

Text by Uracha Chaiyapinunt

With the launch of so many makeup brands in recent years — much thanks to celebrities like Rihanna, Jennifer Lopez, the Kardashians, Selena Gomez and more jumping into the industry as well — competition is tough. Yet Westman Atelier has continued to outperform their wildest dreams since launching in 2018. In 2021, the brand expanded their platform by joining Sephora’s online store following a $5 million fundraise. A year before that, they saw their sales increase 100 percent year-over-year and were able to grow their direct-to-consumer e-commerce sales by 400 percent. What is their secret?

For world-renowned celebrity makeup artist and Westman Atelier’s founder Gucci Westman, their success lies in their hard work, unparalleled quality and lots and lots of thought. The goal has always been to “remain curated and edited, not excessive,” she said in an interview with Forbes. Because of the brand’s limited line, Westman Atelier has been able to really devote their time into developing exemplary products that deliver beyond expectations.

Each cosmetic product has been designed to do more than just enhance; to also calm, replenish and balance the user’s skin to create the perfect canvas for which makeup can sit on.

But that’s not all. The label also believes that products should meet the gold standard when it comes to protecting the planet too. Westman Atelier chooses to stick to clean, cruelty-free, plant-based actives in their formulas. The best-selling Vital Skin Foundation Stick, for instance, counts vegetable-derived squalane, raspberry-derived berryflux vita, and coconut and camellia seed oils in its beloved age-defying, skin-restoring, moisturizing recipe. Meanwhile, the company also has a blacklist of ingredients that they make sure are never included — silicone being a top one. This level of sourcing and care can be seen all the way down to their makeup brushes, which are handcrafted by the most prestigious brush makers in Kumano, Japan using sustainable FSC-certified birchwood handles and cruelty-free synthetic bristles.

Outside their line, the conscious company is also examining other factors to decrease their footprint. Westman Atelier has teamed up with Environmental Packaging International (EPI) to help analyze their progress and make sure they’re on the right track. From continuously improving the recyclability of packaging by switching to bio-based and recyclable material, to launching refillable compacts and initiating a carbon offset program that they donate to monthly.

As Westman remarks in her conversation with Wardrobe Icons “Why shouldn’t makeup do more? … I think it’s time for everyone to step it up a little bit.”

WESTMAN-ATELIER.COM
WESTMANATELIER

We use cookies to personalize content and analyze website traffic. We also share your browsing and demographic information with our social media, analytics, and advertising partners. The information does not directly identify you, but it serves to provide a more personalized experience. View our Cookie Policy here.

Privacy Preferences

You can manage your preferences below.

Allow All
Manage Consent Preferences
  • Strictly Necessary Cookies:
    Always Active

    Necessary cookies help make a website usable by enabling basic functions like page navigation and access to secure areas of the website. The website cannot function properly without these cookies.

  • Analytical Cookies

    Analytical cookies help the website owner understand how visitors interact with the website by collecting and reporting information on its usage.

  • Marketing Cookies

    Marketing cookies are used to track visitors across websites. The intention is to display ads that are relevant and engaging for the individual.

  • Unclassified Cookies

    We are in the process of classifying unclassified cookies together with the providers of the individual cookies.

Save