[interview] Tinge Launches with Body Makeup

Tinge Tint is available in 12 undertone-oriented shades.
Tinge Tint is available in 12 undertone-oriented shades.

Tinge has launched its debut body makeup product, Tinge Tint. The product is available in 12 undertone-oriented shades and features a matte-finish. It is said to be water- and transfer-resistant, as well as cruelty-free, fragrance-free and crafted with ingredients like jojoba oil and macadamia seed.

Related: Loud Lacquer x Hush Puppies Launch Nail Polish

The product tubes and caps are fully recyclable and shipping packaging is 100% recyclable and biodegradable.

Global Cosmetic Industry recently interviewed Kourtney Brooks, Tinge founder and CEO. 

What was the gap you identified for clean, inclusive body makeup?

Kourtney Brooks [KB]: One of my earliest lightbulb moments was recognizing that the body category was saturated by sunless tanning products-a seasonal category that wasn’t representative of millions of individuals around the world.

With 40 shades being the standard for complexion products for the face, I knew there had to be more and better options for the body. So we got to work and started formulating a body makeup for every body and are thrilled to be launching the most expansive shade range in the category to date.

Not only did we recognize a product opportunity, but we also felt a deep conviction to rewrite the rules of beauty through our brand voice. 

At Tinge, we're speaking a different language than a lot of the other brands in the body makeup category. We don't use language that implies you should look any different than the way you feel most beautiful or confident and we stay away from words like “perfecting” or “imperfections."

Everything we do, say, and create is powered by feeling. So whether you love or leave our products, we hope you’ll always choose what makes you feel good on your way to becoming the beholder of your own beauty. 

Our brand ethos traces back to the very definition of Tinge; a slight trace of color, feeling, or quality and our curated body products are meant to be just that. Never drastic, always subtle, giving our consumers the added confidence to feel good in the skin that they’re in.

How is the development of body makeup shade ranges different than the process that might be used for facial makeup products?

[KB]: The development process for makeup products is tricky to begin with, but we quickly realized it’s taken to another level when formulating for the body.

Not only are you formulating for numerous skin tones and skin types, but you’re also formulating for features like water-resistance, transfer resistance, and long-wear which aren’t typically found in a majority of makeup products for the face. Great coverage is also critical in a body makeup and it therefore requires much more pigment than most face foundations.

How will consultations help minimize returns? 

[KB]: It’s no secret that shopping online for makeup products can be difficult, especially when shopping a new brand so we’ve added extra emphasis on these shade matching initiatives in an effort to enhance consumer confidence and therefore minimize returns and the cosmetic waste that comes along with it.

As a part of our launch, we will be offering 10-minute virtual consultations so shoppers can meet with team Tinge to find their perfect shade match prior to making a purchase. We’re also offering a shade matching service via Tinge texts that’s simple, quick, and seamless! 

Finally, what's it like developing and launching a brand amid the pandemic? What do the beauty market prospects look like as the world slowly emerges from the pandemic? 

[KB]: We, like many others, experienced major supply chain delays due to the pandemic which then led to launch delays and ultimately taught us how critical it is to build resilient supply chain relationships that can weather any storm.

The silver lining was that the extra time allowed us to build a really strong foundation for launch, particularly in our marketing approach. Of course, as a founder you never feel fully ready for launch, but these unexpected delays gave us the time to build out a strong, thoughtful approach to the way we plan to reach and speak to our consumers in a post pandemic world.

We were able to thoughtfully develop innovative meet your match shade activations, email campaigns, and SMS campaigns—which were all things we were planning to do in the future, but had we launched eight months ago we likely wouldn't be rolling out all of these initiatives at launch like we are now.

We feel super confident about the timing of our brand launch as the world slowly emerges from the pandemic, especially for the Tinge tint product line. As the weather gets warmer and people begin to emerge and show more skin, consumers will be wanting to look and feel their best from head to toe.

As a body beauty brand, we’ve always been big believers in the body category and it’s potential from body makeup and beyond. Within recent months, the body category has started booming and there’s no denying that the body complexion space is picking up speed at a rapid pace. We had high hopes that this moment would come for the body category and we feel fortunate to be launching in the first wave of what we believe will become a self-care staple.

Ingredients: Polymethylsilsesquioxane, Trimethylsiloxysilicate, Isododecane, Cyclopentasiloxane, Cyclohexasiloxane, Octyldodocanol, Sorbitan Oleate, Purified Water, Dimethicone, Dimethicone/Vinyl Dimethicone Crosspolymer, Pentylene Glycol, PEG/PPG-18/18 Dimethicone, Tribehenin, Cetyl PEG/PPG-10/1 Dimethicone, Dimethicone Crosspolymer, Butylene Glycol, HDI/Trimethylol Hexyllactone Crosspolymer, Silica, Hydrated Silica, Polysorbate-20, Phenoxyethanol, Caprylyl Glycol, Cyclomethicone, Hexylene Glycol, Simmondsia Chinesis (Jojoba) Seed Oil, Macadamia Intergrifolia Seed Oil. May Contain: Cl 77890, Cl 77491, Cl 77499, 77289.

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