Swoon Beauty aims to solve makeup mishaps

NEW YORK — Lost gloss and other makeup mishaps can be a thing of the past thanks to Swoon Beauty, a line of cosmetics tools that aims to help women make the most of their cosmetics by eliminating common beauty frustrations with multitasking tools and products.



Founded by CEO Keisha Wright, the concept for Swoon came about when Wright faced a predicament that’s all too frequent to women — while on vacation, she came to the end of her lip gloss tube, only to see that there was lots of gloss left that was unreachable by the applicator. After unsuccessfully trying to retrieve the would-be-lost gloss, Wright vowed to return home and develop a way put an end to this and other “glam girl gripes.”



In 2013, Wright took a leap of faith to launch the Swoon Beauty brand and its first product, the Universal Lip Gloss Scoop and Applicator, at Cosmoprof. Since its debut, Swoon has become one of the first independent African-American brands to be carried at Sephora.



“I believe the recession created a group of value-conscious, luxury lovers who crave affordable indulgences and desire tools that make their favorite beauty splurges last longer or work better,” Wright said.  



Swoon’s Universal Lip Gloss Scoop and Applicator is part scoop, part applicator, designed to retrieve every bit of gloss from a lip gloss tube. It features a nonporous, easy-to-clean and flexible application head with an extra long neck to reach every spot. A cover that snaps closed makes it travel-friendly for easy on-the-go storage in a makeup bag.



Swoon is available online and at Sephora stores. It is priced at $12.