Stila
A Hollywood makeup artist tired of clinical lab packaging built her own line. Stila looked like a real working artist kit, not a lab.
A Swedish-born Hollywood makeup artist who painted Cameron Diaz, Gwyneth Paltrow and Hillary Clinton in the early 90s, was tired of pulling color cosmetics out of laboratory packaging that looked nothing like a working artist's kit. She launched her own line in 1994. Janine Lobel founded Stilo Cosmetics in Los Angeles in 1994. Eyeshadow snapped into refillable compacts. Packaging was illustrated craft paper. These were prestige tier, the stay-all-day waterproof liquid eyeliner. Currently retailing at $24 USD has remained the brand's number one selling product for nearly two decades. The packaging was the strategic move. Most prestige cosmetics in the early 90s came in heavy black plastic intended to look serious and clinical.
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