Behind the Brand: Kjaer Weis
The clean beauty market has come a long way in recent years, and that’s thanks to brands like Kjaer Weis that are changing the game. With chic and sustainable packaging (think recyclable and/or refillable containers) plus performance-based and organic ingredients, the company is committed to products that are equally luxurious and eco-friendly.
The beauty brand, founded by Danish-born makeup artist Kirsten Kjaer Weis, is responsible for the Im-Possible Mascara featured in our winter box. Rachel Zoe and our CURATEUR team selected this product to give you a little extra glamour this season and beyond, but also because of the values behind Kjaer Weis. We knew our members would be just as impressed with its mission and story as we were, so we chatted with the founder to share how her background informed the line, what goes into the package design process, and how to get the most out of your Im-Possible Mascara!
Read ahead for the full story, then shop even more pieces at our members-only discount! Not yet part of the CURATEUR community? Head HERE to see all the ways to join.
Prior to starting your own brand, you worked as a makeup artist. How did this inform what you wanted to accomplish with your own line?
It informed everything. It gave me the firsthand knowledge and perspective on what I saw as an open gap in the market for a new type of product—from a performance perspective to the type of ingredients I wanted to avoid (and include), as well as a new approach to packaging, realizing how much plastic I was discarding on a yearly basis. It gave me a clear vision of the potential for a new category, a new way of doing things.
You founded Kjaer Weis in part to add a bit more luxury to the natural makeup market. How do you create that experience with your brand?
It has to translate through the product experience itself to the different channels through which we share our brand message, from social media to display units in retail stores and onwards. I believe it starts first and foremost with the product itself: How it feels, how it applies, speaking to the quality of the product and its raw materials to the thoughtfulness around packaging and design. It’s a persistent focus to show a new approach is possible, turning perception around takes consistent messaging and in our case, it’s showing that natural can be chic and sophisticated.
Packaging is a huge factor in KW’s sustainability. Can you share what goes into your design process and what are the must-haves to be in line with your brand’s values?
I was blessed to work with Marc Atlan, an exceptional designer, for the initial brand expression. His work supported by my vision for combining sustainability with an elevated design, and to my knowledge, that hadn’t lived in the same sentence or universe before.
I love design and believe it has great purpose in life and why wouldn’t that translate into a natural product? Why did doing something good for yourself and the planet have to come with a compromise? It was just an outdated perception. So with that in mind, the foundation is set, and now with new products entering the line, we focus on having new product design align with the original silhouette, with a continuous improvement approach to everything we do. A good example is our branded red paper, we kept working with our supplier to come up with a paper that was fully recyclable and they did. It’s even compostable! We are far from perfect, but we are committed to doing our best.
For a simple daily makeup look, what are your personal 3 essentials (if you had to pick)?
I would pic our Invisible Touch Liquid Foundation for that flawless, invisible foundation look. Then I would pick one of our cream blushes for cheeks and lips. Since I can only pick 3 products, and I would pick the color Blossoming. Lastly I would pick our new Im-Possible Mascara.
What makes the Im-Possible Mascara a great intro to the brand for our members who might not be familiar?
Any makeup line must have a volumizing mascara, similar to how any makeup brand must have a beautiful red lipstick. The Im-Possible Mascara embodies everything Kjaer Weis is in one product. Overcoming what seemed impossible yet doing it from a perspective of truly honoring our DNA: Incredible performance, certified organic and luxury rooted in sustainability. It is absolutely worth trying.
Any pro mascara tips for our members to get the most out of their new beauty essential?
I like to apply the mascara like this and I am somebody who has straight and sparse lashes all in one. First, curl your lashes with a lash curler. Next, apply one or two coats of the Im-Possible Mascara. It can be layered effortlessly without being clumpy. Then go back in with a gentle hand and curl the lashes again and finish off with one final coat. This will make your lashes have great volume that lasts all day.
Any new products we should keep our eyes peeled for?
Keep your eyes out for beautiful red lipsticks coming soon in the most gorgeous formulation…