How did you and your co-founder Lindsay meet, and how did you collaborate on the concept of launching a beauty brand?
Lindsay and I met at a party. Once we started chatting, we realized both of us were time-starved, always on-the-go, and frustrated with our beauty products. At the time, I was a working mom of two and Lindsay was a jet-setting supermodel. I was already contemplating launching another entrepreneurial venture and together we crystallized the idea for Wander Beauty: Effortless essentials you reach for every day, wherever you wander.
You come from differing career backgrounds: How did each of yours benefit what Wander has become?
Building this brand together has been an ongoing learning process. Lindsay came from a creative background and it built our visual identity. I came from more of a finance and operations background which helped us build the backbone of our business.
You mentioned that Wander was born out of the desire to create multitasking products for busy individuals like yourselves, can you explain a bit more about your frustrations with what you saw in the market at that time?
Lindsay and I both had too many products with bulky, fragile packaging that wasn’t optimized for motion, and too many one-trick wonders.
Can you share your biggest (or one of your biggest) “made it” moments? When you knew you were on the right path with Wander?
Winning our first Allure Best of Beauty Award in 2017 was a major moment. Growing up I used to spend my allowance buying Allure. Until this day I read the Allure emails everyday, so I’m beyond excited to share that we won our seventh Best of Beauty Award last year! This is truly a pinch me moment as I consider this the Oscars of the beauty industry.
How has the brand changed from its beginnings to what it is today?
We started our brand rooted in a philosophy that less is more when it comes to beauty. We have stayed true to that mission with our multitasking essentials. Our ethos has stayed the same but our visual identity has changed as we have modernized our brand and packaging, keeping the environment in mind.
The Double Date Lip and Cheek in Honeymoon/Swipe is such a perfect fit for our spring box. Can you share your favorite ways to use it?
Double Date Lip and Cheek is my favorite way to add some color to my everyday look. The formulas are finger-friendly so they’re perfect for getting ready in a flash and touching up on the go. I dot the cream color on my cheeks and blend it out for a fresh, natural flush. Then I apply the same color to my lips. I use the clear balm on the bottom tier to tame my brows and highlight my cheekbones for extra dimension.
If you could only choose two other Wander products for a quick out-the-door makeup look (besides Double Date), what would they be?
I would choose our Dualist Matte and Illuminating Concealer and Upgraded Lashes Treatment Mascara. Dualist is a double-sided concealer with a full-coverage matte stick on one end and a lightweight illuminating liquid on the other. The coverage is buildable so it’s a super versatile product that helps me perfect my complexion quickly. Upgraded Lashes is our newest mascara and it’s a mascara and lash growth treatment all in one!
