What’s the process behind launching a new product? How do you know what to create next?
The process is a journey that can start with a word, a song, an ingredient, and then evolve from there. We add all the layers, benefits and technology we can pack in. The process always starts with a concept, then it goes to formula, and then packaging.
Why are the vegan and cruelty-free formulas so important to the brand?
We have always believed that animals should not suffer for our products, so nothing is tested on animals or derived from animals. We find effective, high-quality alternatives to these animal by-products, and we’re always searching for exciting vegan ingredients.
Can you tell us any fun or insightful titbits about the products?
The KUSH Mascara’s Puff Puff Brush bristles are actually pink!