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!
beetrice says
October 15, 2008 at 4:29 pmgood to know they’ve cleaned up the counters, but still, after that experience I had with them, I’m not too sure I want to go back there…we’ll see…
geekchic says
October 15, 2008 at 5:01 pmHonestly, it’s just too close to Benefit for words. Benefit is a good model to model after but I do think that Beautilicious should try and break away from staying behind Benefit’s shadow.
I caught sight of the counter in Jusco 1U looking rather forlorn. That was a shame because the pink caught my eye immediately. I would’ve plonked some cash down if it wasn’t just missing that “oomph” factor
Monstro says
October 15, 2008 at 5:11 pmI agree with Geekchic, the look they have is just too similar to Benefit and Stila.
I just wish they had created their own identity. 🙁
kahani says
October 15, 2008 at 10:12 pmOn one hand, yes I agree it would be nice if they had struck out and made themselves a wonderful brand with a new identity all its own. But you know, would we have been so tempted to give them a try if it DIDn’t resemble cheaper versions of Benefit, Stila and Too Faced? (the three brands, which come to think of it, resemble each other?)
After all there is always the hope that Beautylicious will perform just as well. I think she made a wise start, but I do hope she will venture out into more unique realms. =)
Having said that I am VERY tempted by the Eye Opener Kit as I have always lemmed after Benefit’s Big Beautiful Eyes. It’s just the way it’s marketed, I have tiny eyes, so these kits call to me. *blushes*
Smiley says
October 15, 2008 at 11:40 pmI agree with Kahani. The resembling of stila & benefit’s cheaper brand has this curtailing effect that they r quite a similar thing so it ain’t attractive to patrons of stila & benefit. Still, i didn’t get put off by its products, after all i wouldn’t mind paying less for some quality alternatives. Plus, i had pleasant experience with its smokey eye palate. Somebody has got to try this out n its color pay off is quite decent i shall say. I bought this palate to sub my desire for owning Stila’s smokey quad. Beautilicious smokey eye palate has three basic shadow colors with a concealer in universal shade tho this might not be one for some but if u have a light yellow undertone like i do, it shall work just fine on your skin.
rinnah says
October 16, 2008 at 8:30 amI like that they reached out to the blogging community and are allowing you to be nothing less than brutally honest. *wink*
Are you going to review the Arch It Right eyebrow kit?
Daisy says
October 16, 2008 at 2:55 pmLike you, I’ve been itching to try their products when I first saw them in local magazines, but was put off by the messy counter at Watsons One Utama.
Please do post a review on Arch It Right as I’m currently on my search for ‘The One’ (powder brow kit)
ParisB says
October 16, 2008 at 3:00 pm@beetrice : Yeah your experience was bad. I’m still leery of the girls though.
@geekchic: I suppose its like low-end Benefit though perhaps they could change the packaging a litt.e
@Monstro: Maybe as they grow they will 🙂
ParisB says
October 16, 2008 at 3:02 pm@kahani : Perfectly valid points there! I suppose its the “lookalike” that grabs us first and then we get critical about the products. I’ve only tried the Smokey Eye so far and its pretty decent.
@Smiley: How appropriate then that my review of the smokey eye palette is coming up!
ParisB says
October 16, 2008 at 3:03 pm@rinnah : Heh… yeah brutal! I will review the eyebrow kit soon.
@daisy: Watch out for the review in the next couple of weeks.
Tine says
October 17, 2008 at 6:43 pmLike the packaging, don’t like the products. Yeah, the’re cute and everything, but after testing it out, it just doesn’t quite make the cut. Maybe it’s just me 🙂
ParisB says
October 20, 2008 at 12:14 pm@Tine : Some products were miss for me too. Some are decent for the price.
fERARRI says
January 18, 2009 at 5:54 pmJust been to watsons. Could hardly see anymore beautilicious products there. Either they have all sold out or Watsons is slowing down on reordering? No chance to try out the products at all. Seems Watsons is giving more prominence to Rimmel, MM and even that baby something line.
Lily says
March 6, 2010 at 11:56 pmTried Beautilicious and am utterly dissapointed. Their eyeshadow crease less than an hour after usage and the colors are dull.
The quality of the whole range is extremely bad and truly reflects the “China Made” cosmetics. Will never buy again even if I lack budget for much better brands.