Kirsten Kjaer WeisKjaer Weis
Danish makeup artist Kirsten Kjaer Weis spent years working for top fashion publications across the globe, so she knows how makeup should work—which made it easy for her to spot the lack of luxury performance products on the natural makeup market. That was all the impetus she needed to launch her own line.
What drove you to start your own brand? My background is that of a makeup artist. I’ve been working in the fashion industry for two decades and saw firsthand the effect all the synthetics and harsh chemicals had on the models’ skin. And I was unable to find alternatives in the natural space, which led me to realize there was an open gap in the market where one could combine the two worlds of natural and conventional without compromise on ingredient profile, performance or luxury experience. Our products are certified organic; I care a tremendous amount about the quality of our ingredients.
What’s your favorite product in the line? That’s a tough choice, but I’ll pick our newly released Invisible Touch Liquid Foundation because to me it represents everything I want a foundation to be: deeply rooted in skincare and staying invisible on the skin, while doing the job of covering the skin. I’ve always obsessed about skin and perfecting skin. Doing so doesn’t require perfect skin to start, but it does require a very well thought-out product that’s both makeup and skincare in one.
What’s your morning and evening routine?
It’s a very minimalist routine of cleansing my face with our cleanser and toner and following up with our Beautiful Oil and newly released Beautiful Eye Balm. All that comes after giving my husband a kiss.
What would people be surprised to learn about you?
Probably that I love a good soccer match.
What advice would you give to someone thinking about starting their own business?
I would say: You have to be very passionate about your idea and what you want to bring to life—to the point where you can’t not do it. That’s going to be helpful when you put in the enormous amount of hours it takes to be an entrepreneur. Your passion will keep being that driving force.
The Founders Series
Learn how some of the beauty industry’s most dynamic entrepreneurs find inspiration and develop must-have products as they share their advice for aspiring business moguls and much more