BWW Preview: WINKY LUX Cosmetics Launch With Luxury Experience But At Drug Store Prices

Winky Lux, the new luxury makeup line co-created by Natalie Mackey and Nathan Newman, launched on October 19th. Winky Lux is a web-based cosmetics brand that is veering away from the traditional supply chain to offer fashion driven & beauty obsessed millennials a luxury makeup experience at a drug store price.

Mackey, the 31 year old fashion industry veteran, wanted to shake up the beauty business by cutting out luxury retailers and passing the savings onto the customer. "The mark up in beauty is crazy. Our customers deserve a luxury experience at an affordable price. Technology is helping us capture trends and produce product up to six times faster than the rest of the industry. We are "crowd sourcing" our product ideas from the consumer as we want to elevate their entire experience, " stated Natalie Mackey, Co-Founder.

Newman, an e-commerce expert, designed a program to speed up the time it takes to get products from idea to consumer. With a background running successful startups, he's taking his experience as a tech CEO to create a business that delivers unique product quickly and efficiently.

The highly anticipated collection consists of nine product categories: lipsticks, glosses, eye palettes, complexion powder, contour powder, brow sculpting, blush, illuminator, and cream eye shadows. Each product is indulgently packaged in custom white lacquer, silver and gold and comes in a luxurious box. High color pay offs, long lasting wear and silky finishes create the ultimate beauty experience. Winky Lux products are produced in the United States, are cruelty free, and utilize the same luxury ingredients found in prestige designer brands.

Winky Lux designs were inspired by Artist Damien Hirst's 'Pill' Collection. The lip velours are enveloped in metallic packaging, resembling a pill capsule. The design has the logo appearing on the outside BUT it's whats inside that's special. Each lip velour color has its very own #hashtag (I.e. #WL____ insert lip color- #WLmeow) so millennials can track their color and see a mood board on social media of how to wear the color. Individuals are encouraged to tag and hashtag their looks to contribute to the Winky Lux community. Each product is packaged in a beautiful floral box making each element of the collection thoughtfully planned and created...perfect for any social media junkie.

Winky Lux is also collaborating with influencers on special edition collections. Winky Lux Products include:

-Lip Velour - 15 highly pigmented plush matte shades packaged in the signature Winky Lux Pill shaped component, inspired by contemporary art; priced at $13

-The Glossy Boss - 18 shades of delicious long-lasting gloss designed to be worn in pairs, for a contouring effect, or on top of Lip Velour for all-day shine; priced at $14

-Crushed Diamonds - 3 metallic shades of crushed alloy eye creams that glide onto the eyelid and provide multidimensional twinkle; priced at $16

-Quint Eye Palettes - Each palette consists of five curated full size eye shadows to achieve a signature look. Each palette is complete with a natural hair, artist-quality birch wood brush and step-by-step instruction card; priced at $23

-#NoFilter Powder - 3 shades of ultra smooth silky pressed powder designed to perfect the skin without clogging pores. A velvety texture helps to even skin tone, softly covering blemishes and reducing excess shine. The effect is a "filtered" smooth look without caking; priced at $20

-Brow Sculpt - A three-shade artist's brow palette with 9 potential color combinations for a completely customizable brow experience. Also includes brow bone highlighter, shaping wax and double-ended natural hair brow brush; priced at $24

-Matte Contour Powder - Universally blend-able matte contour powder that can be worn without makeup for naturally sculpted effect or on top of 3D filter powder for a flawless angled look; priced at $19

-Light Box Strobe Illuminator - 3 Shades of incandescent illuminating cream perfect for strobing, use on five light points for a brilliant glow; priced at $15

-Pinktopia Blush - Universally flattering hot pink blush with a six-pigment blend. One multifaceted color magically accentuates every skin tone; priced at $14

Winky Lux is exclusively sold at

For more information visit Winky Lux on Facebook, Instagram, and Twitter.

Photo credit: Courtesy of Natalie Mackey

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From This Author Marina Kennedy