A while ago, when Malaysian cosmetics brand Beautilicious was first launched, I wrote some scathing remarks about my experience with it. So, when Julie Wong, Beautilicious’ principal and creative director contacted me recently for a little chit chat over coffee, I was rather apprehensive.
However, I need not have been because Julie was an absolute delight! Not only was she friendly, we both had a nice time discussing various cosmetics and brands available including hers of course, and the brands which ought to be made available. Julie did tell me she’s just a normal woman who’s into makeup, but hey, I’m sure that’s what Jeanine Lobell said when she created Stila 🙂
Beautilicious, as I previously wrote, is a new brand of makeup created, owned and marketed right here in Malaysia (look for their pink stand at selected Watsons and Jusco stores). So, without having to deal with all those hefty import duties, Beautilicious has managed to keep its prices relatively affordable and competitive. Price is not kept low at the expense of the product however, as they ensure that the ingredients are sourced from reputable sources, mostly from Italy. You will notice it stated on their packaging.
The packaging of Beautilicious’ products are also predominantly paper based and recyclable so although it might not be super cute plastic slider drawers like Majolica Majorca, they are keeping the environment in mind. I do have some comments about some of the packaging:-
- I’d prefer that font styling for products be kept to a minimum and the product name to be made more prominent. It makes it easier to see the name or product when in a hurry
- I like the simple pink on white for the empty palettes and I think that might be a theme that could be repeated.
- I don’t quite mind the cardboard packaging (so many other brands have them too), but I’d keep the illustrations graphical / floral rather than use images.
I’m happy to note that after my first horrid experience at a dirty counter, Beautilicious has cleaned up their counters so we no longer have to pick through a mess of coloured powder and broken testers/products. Some of the promoters are still so-so but I’ll give them a bit of leeway since they are new but if it continues then no more excuses eh?
I have some of the products and Julie handed me a couple of their star picks which are the Beautilicious makeup kits. So you can expect my uncensored thoughts on them soon. Yes, I’ve been told I can be brutally honest (but I’ll also be fair). A new brand is always exciting and when the brand is homegrown, I’m even more excited for them because who knows how far they can go? Plus, I’m trying to be patriotic because someone has to be 😛
As a taster, Beautilicious’ star product is their Arch it Right Eyebrow kit (eye brow shaping kit with brow powder) which won the Cleo Beauty Award 2008 in its category. Not too bad for a brand that’s barely 1 year old 🙂 Reviews coming up soon!