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A must-have makeup stack for every woman on the go. Fits every lifestyle, every purse, every woman.
A must-have makeup stack for every woman on the go. Fits every lifestyle, every purse, every woman.
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140 backers pledged $13,322 to help bring this project to life.

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Subtl Beauty - The Ultimate Makeup Brand For Women On The Go

$13,322

140

The Problem? 

Makeup Products Weren’t Designed For Our On-The-Go Lifestyles. 

Which is why I designed the Subtl Beauty Stack! 

 A compact stacking system that can hold full-size makeup products. Lasts up to 2 months of use, and is small enough to fit in the palm of your hand. 

Compact, Convenient & 100% Customizable
Compact, Convenient & 100% Customizable

Here's What Others Are Saying

"My favorite in the stack is the lip/cheek color and highlighter. The highlighter gives a very natural, wet look to your skin instead of that beaming, glittery highlight you see on Instagram. As someone who doesn’t usually wear a lot of makeup, I really love this your-skin-but-better look." - @FutureDerm

"I really like the application of the concealer. I got to use it on our photoshoot and not only does it look great, but I really love the finish as well." @_Ericaleigh

 Our Full-Stack in Action 👇

~How It Works~

First You Back, Then You Build

1. Back and Choose You Stack Size

We are offering two stack sizes over (short stack and full stack) on our rewards page. 

2. Browse Our Collection of Products

Follow us! We will be sharing a ton of details about our products so you can start thinking about how to personalize your own stack.

2. Build Your Stack By Selecting Your Products and Shades.

After the campaign is over we will send you the survey to build your stack. Mix and match products to build your personalized makeup stack.

Your Stack. Your Choice. 100% Customized to fit your needs.

Choose from our collection of high-quality, premium makeup products and build your stack as high, or as low, as you'd like. We are launching with 5 products in total, and 13 different shades within those product selections. 

"This isn't just some cheap crap in cool packaging, either. I spent over a year perfecting our formulations and selecting the right ingredients to strike the perfect balance between effective wear and gentle skin application." - Rachel, Founder and CEO

 👇 Here's an inside look into our formulas and shades to help you decide 👇

Lip & Cheek 

  • Paraben-Free
  • Fragrance-Free

Featured Ingredients:

  • Jojoba Oil
  • Avocado Oil 

Shades: 

  • Perfectly Pink
  • Mauve
  • Dusty Rose

Description:

Our Lip & Cheek is a creamy formula that can be used to add color to both your lips and your cheeks. Since this product is cream-based, it will leave you with a dewy finish on the cheek and a hydrated feel on the lips.

Highlighter

  •  Paraben-Free 
  • Fragrance-Free
  • Animal-Friendly
  • Talc-free

Featured Ingredients

  • High-quality Mica
Lightly apply highlighter where the light would naturally touch your face - top of cheekbones, center of your nose, cupid's bow, etc.
Lightly apply highlighter where the light would naturally touch your face - top of cheekbones, center of your nose, cupid's bow, etc.

Description: 

Highlighters can be a bit daunting and a little scary to use, but not our illuminati formula. 

Our highlighter is powerful and yet discrete. Our shimmery formulation catches the light for a natural glow, while our cream-colored undertones keeps it neutral so you pretty much can't mess it up. It's also perfect for all skin tones! 

Shine Control Powder

  •  Paraben-Free 
  • Fragrance-Free
  • Animal-Friendly
  • Talc-free

Featured Ingredients

  • High-quality Mica
Each stack comes with a mini applicator. We like to use the application to gently press the powder over the oily T-zine for optimal shine-control
Each stack comes with a mini applicator. We like to use the application to gently press the powder over the oily T-zine for optimal shine-control

Description:

Another universal shade in our mix, the cream shine control powder is great for all skin tones. It applies translucent without the white powdery residue that you would typically find with other shine control powders. 

We also used a pressed powder formulation. While most brands opt to use loose powder, we know that you're most likely using this on-the-go so we pressed our powder as a mess-free alternative. 

Bronzer

  • Paraben-Free
  • Fragrance-Free
  • Animal-Friendly
  • Talc-free

Featured Ingredients

  • High-quality Mica

Shades:

Description:

There's nothing worse than a bronzer that makes you look orange!

This is why we created two different shades - one with warm undertones and the another with cooler undertones. 

Erica is wearing bronzer in warm (left) and cool (right)
Erica is wearing bronzer in warm (left) and cool (right)

Concealer

  • Paraben-Free
  • Fragrance-Free
  • Lightweight
  • Long-wearing

Shades: 

Description:

The Subtl Beauty Concealer is a long-wearing, high pigmented formula with a satin, dewy finish. 

When it comes time to build your stack you can pick from one of the 5 shades above. Eventually, with a little more money, we hope to expand our shade range #InclusiveBeautyGoals. 

Erica is wearing our concealer in Light
Erica is wearing our concealer in Light

 Our Stack Brush  👇  

PLEASE NOTE: 

When you buy your stack on Kickstarter, you will first choose your stack size (short-stack or Full-Stack) and in October you will be sent a survey to select the products and shades you want.

Why I Started Subtl Beauty 

I'm so happy you made your way to our Kickstarter page today. You're probably wondering how the idea for the Subtl Beauty stack came to be. Well I'm not gonna lie, the story is a little weird, and probably not what you'd expect, but I thought it would be important to share the realness with you...as embarrassing as it is.

It was the summer of 2016 and I was in a fairly new relationship with a boy I liked. I was also traveling for work every week, so I was only spending about 1-2 nights/week at my house. I pretty much just lived out of bags that summer lol

Here is where it gets weird... 

I was being super coy. Even though it was never "planned," sleepovers were fairly typical because, well, dating. So since I was playing it off, I only ever took my crossbody bag. I wasn't trying to be all presumptuous and rock up to his car with an overnight bag for a dinner date 🙄

Here's where it gets awesome... 

A small bag meant getting creative with packing. Aside from the obvious sleepover necessities, I also wanted to pack a little makeup and skincare so I didn't look crazy the next morning. After scouring the internet for a solution (with no success) I settled on buying empty contact cases and filling them with some skincare and makeup basics.

Subtl Beauty started as a very basic solution to a very common problem - my products were way too big to take with me in my teeny tiny bag. After filling three empty contact cases with products I started attracting attention from other women who were struggling with solving the same problem. This is when I decided to build Subtl Beauty for real, for realz.

"Ho On The Go" was born

Yes. We actually called it that. 

For a couple of months, it was this inside joke among friends where we would text each other every time we were in need of some ho on the go. I didn't realize the true need for a product like this until I noticed just how frequently we were texting about needing this silly contact case solution, and not just for adult sleepovers, either. Since it was more compact than my real beauty products, I found myself packing my ho on the go into my carry-on, and throwing it in my tote for touchups at work. My friends were also expressing interest in needing it as a flexible solution for their inflexible schedule; using it in their office bathrooms, airplanes, cars, etc.

Subtl Beauty Was Built

After months of interviews with over 100 women, I decided to build this solution FOR REALZ. This meant renaming, rebranding and, of course, finding a better packaging solution. It's been a little over 2 years since I filled my first set of contact cases and it's incredible to look back on how far we've come with this. 

Oh and PS. That boy is now my fiance #humblebrag  

STRETCH GOALS:

Since we hit our goal of $10k, we decided to set an additional goal to help us achieve the next phase of our product development. By continuing to back our project, you help us get one step closer to our new stretch goal below.

Offering just 5 shades of concealer, out of the gate, was a huge financial undertaking, but we know it’s not nearly enough. Here at Subtl Beauty, inclusivity is our #1 priority to suit every lifestyle and every woman

This is why we’ve chosen our first stretch goal to help us achieve this. So join us in helping achieve our goal, and #startstacking! 

Risks and challenges

Risks and Challenges -
Shipping Timing
We are trending to receive our products from the manufacturers in early December so our goal is to ship these out prior to the holiday. We will communicate any delays as soon as we are made aware of them.

Concealer Shade Range
Starting a makeup company can be an extremely expensive endeavor. Though we are just starting out, it was super important for us to be as inclusive as possible. While most new makeup companies launch with just 3 shades, we made a conscious effort to budget for 5. We realize 5 shades doesn't come close to the #Fenty40, but expanding our shade range is one of our biggest priorities after our campaign.

Learn about accountability on Kickstarter

Questions about this project? Check out the FAQ

Support

  1. Select this reward

    Pledge US$ 20 or more About US$ 20

    Stack Brush

    You're on the go, on the fly, on the run. The beautiful, stylish and discrete Stack Brush will be your BFF!

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  2. Select this reward

    Pledge US$ 45 or more About US$ 45

    For The Feminist In All Of Us!

    For the conscious guys and gals who don’t wear makeup. Contribute here and we'll donate our makeup stacks to development networks and job placement organizations for women! Help others #startstacking!

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    8 backers
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  3. Select this reward

    Pledge US$ 60 or more About US$ 60

    Short Stack

    Just like our favorite pancakes, the short stack is just right for every lady on the go. 3 layers of your choice fit into your pocket, crossbody or even your wallet. This is a MUST HAVE!

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    24 backers
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  4. Select this reward

    Pledge US$ 75 or more About US$ 75

    Early Bird - 25% off

    Build your personalized makeup stack!
    The Subtl Beauty stack includes 5 layers of your choice. Mix and match concealer, lip/cheek, bronzer, highlighter, oil control powder - YOUR LIFESTYLE, YOUR CHOICE.

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    Ships to Anywhere in the world
    Limited 41 backers
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  5. Select this reward

    Pledge US$ 75 or more About US$ 75

    Stacked Up

    When you need that short stack and the stack brush...yeah we've all been there! Bonus - save a few bucks with this reward!

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    21 backers
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  6. Select this reward

    Pledge US$ 100 or more About US$ 100

    Full Stack

    The full stack that you've been waiting for! 5 products of your choice! Double up on that lip/cheek if you don't need the oil control powder!

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    3 backers
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  7. Select this reward

    Pledge US$ 115 or more About US$ 115

    Ultra Stack

    For the traveler, the overnighter, the busy mom. For YOU!
    Get the full stack, our stack brush and save some cash!

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    12 backers
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  8. Select this reward

    Pledge US$ 120 or more About US$ 120

    Short Stack BFF

    2 X Short Stacks for you and your BFF.

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    1 backer
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  9. Select this reward

    Pledge US$ 220 or more About US$ 220

    The Stack Duo - Save $20

    Full Stack x 2.

    Stack Brush x 2.

    'Nough Said.

    Includes:
    • Concealer
    • Lip/Cheek
    • Bronzer
    • Highlighter
    • Shine Control Powder
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    9 backers
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    Pledge US$ 1,300 or more About US$ 1,300

    Limited Edition Brand Director

    Join our team, be a part of the process. By backing this reward level, YOU will become a brand director and get to name a special limited edition holiday highlighter! <3 Set for release in 2019.

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    Reward no longer available 1 backer
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  11. Select this reward

    Pledge US$ 3,500 or more About US$ 3,500

    Thesis - The Goddess of Creation

    The ultimate reward - you get to be Thesis, the Greek goddess of creation! You will receive the current makeup stack as well as a sample of new products. You'll get to test them and give us your feedback and then help us decide on both the shade and formula and name it! How about them apples?

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Funding period

- (28 days)