Finally, a tool and formula that allows easy eye makeup for everyone. Terri Bryant, the Founder of Guide Beauty has made eye make up easy for everyone. She worked in the cosmetics industry for over 25 years as a makeup artist behind the scenes, presenting on-air at QVC, QVC UK, and HSN, and as an education executive, training and developing artistry programs for brands such as Dior, Smashbox, and Josie Maran, just to name-drop a few.
The makeup industry has always played a significant role in Terri’s life. It’s more than a career, it’s a creative outlet, a community, and her happy place. Makeup artistry came easily for Terri early on. She could look at someone’s face and know exactly what to accentuate to celebrate their unique features best. She understood that her skill was a gift and while her enthusiasm for makeup was shared by many, her skills and natural ability as a makeup artist were not.
As we all know, good makeup artistry often requires a high level of precision and fine motor skills. Seemingly simple techniques like drawing a nice line of eyeliner and defining symmetrical brows are just a few examples of what most of us find nearly impossible some days. Passionate about her craft, Terri set out to change that, which led her to a career in makeup artistry education.
She wanted everyone to be able to enjoy makeup as much as she did, with ease and confidence. As a beauty education executive for three decades, Terri devoted her career to helping others learn how to apply makeup. However, she still couldn’t make certain techniques easier for those who struggled using the existing tools and formulas.
It was six years ago, after noticing some new struggles of her own that Terri was diagnosed with Parkinson’s Disease. Having Parkinson’s gave her a unique perspective as both a professional makeup artist and as someone who knows what it feels like to struggle in that area. Terri always understood the mechanics of good artistry and was now experiencing a disconnect between her ability and the brushes, lipsticks and liners in her hand.
She began looking for a solution and through that process founded Guide Beauty. Terri and her team were on a mission to reinvent makeup application in a way that made it easier for all users – from people who feel they lack the skills to apply makeup to people who have had to give up makeup due to physical limitations.
Guide Beauty takes an entirely new approach to makeup and how people apply it. Thier mission is beauty for all and thier approach begins in the design phase, following the principles of Inclusive and Universal Design. From concept, through exploration and development, their designs consider and account for the needs of the largest and most diverse user group possible.
While their products are focused on innovation and usability, the goal is always beauty-centered, in an artistic, glamorous and confident identity that taps into the essence of what Terri (and all of us) love most about makeup.
Guide Beauty is a cruelty-free cosmetics brand. This means they do not test on animals at any stage of product development, and only work with vendors who uphold the same standards. As members of PETA’s Beauty Without Bunnies Program, you can find them listed at PETA.org. All of their products are also Vegan certified. This means their formulas do not contain any animal ingredients or animal-derived ingredients.
The line consists of four eye-enhancing, easy to use products (for now): The highly acclaimed Guide Line Long-Wear, Luxe Eyeliner and Guide Wand with Precision Tip Applicator. The Lash Wrap Volumizing, Smudge-Proof Tubing Mascara, and the Brow Moment One-Stop Fill, Shape, & Set Brow Gel.
Guide Beauty is Terri’s love story to an industry and an art form she truly loves, to herself and to every person who sat in her makeup chair and said when she was finished, “I wish I could do this for myself!”
Ultimately through this brand Terri hopes we will all see a much needed shift in the cosmetics industry narrative. Where more and more beauty brands integrate Inclusive and Universal Design methods into their product development, and stop designing for “us”, or designing for “them”, but designing simply for everyone.
See the full line up with free tutorials (and finally get that perfect winged cat eye look) on GUIDEBEAUTY.com and discover Easy Eye Makeup for Everyone!
and be sure to follow them on instagram @GuideBeautyCosmetics
If you like clean beauty, you’ll love what I found at The Indie Beauty Expo in LA!
Until next time…
Erin
xoxo
