Subtl difference
DSN spoke with Rachel Reid, founder and CEO of Subtl Beauty, about its origins and what’s coming next for the brand.
DSN: Can you tell us a bit about the origins of Subtl?
RR: The origins of Subtl trace back to my journey in 2017 when I began working on it from my basement. It all began with a spark of inspiration that had ignited the year before. At that time, I underwent a series of life-changing events where I was consistently on the go that forced me to reevaluate my priorities and approach to cosmetics. I knew that I needed something other than tossing five to seven bulky products in my bag and avoiding powder spills, digging for 10 minutes and caps coming off. I also wanted what I created to be of high quality with sustainability at its core.
DSN: What inspired the Subtl Stak?
RR: The inspiration for the Subtl Stak directly resulted from my personal experiences and pain points. At the time, I found myself frequently traveling for work, often living out of a carry-on bag. Even when I was back home in Pittsburgh, I led a fast-paced life that required constant mobility. It was incredibly frustrating how bulky and heavy my traditional makeup bag was, not to mention the space it occupied. This frustration drove me to question my friends about their makeup experiences on the go and from their replies I envisioned something more portable, convenient and streamlined, ultimately leading to the creation of our stackable makeup solution. Hence Subtl and the Subtl Staks were born. We now offer a range of high-quality products that are clean by Sephora standards, vegan and cruelty-free. They cater to women on-the-go who value convenience without compromising their love for makeup. I have to say, our products are so easy to use, so easy to travel with on the go, and though I’m biased as the owner, I do very much stand by the fact that the quality of makeup is phenomenal.
DSN: How does Subtl Stak fill the void of being an on-the-go lifestyle essential in the cosmetics space?
RR: Within the cosmetic space the Subtl Stak is an innovative approach to makeup. Our staks transcend traditional beauty essentials industry norms by truly catering to the modern woman. Our makeup system is designed to provide a compact, convenient and personalized solution, making it ideal for individuals who often find themselves applying makeup in unconventional settings, whether in the car or at work. We have all been there. It’s not fun, but it can be if you have the right tools. Makeup should always be fun to apply, fun to wear and fun to carry around. Subtl is the go-to brand for those who prioritize both beauty and practicality, ensuring that looking and feeling your best is effortless, regardless of your location.
DSN: What does the future look like for Subtl?
RR: The future of Subtl is incredibly exciting and promising. We’ve been diligently working on several exciting developments over the past two years, one of which we recently unveiled in early August—our new packaging. This innovative packaging isn’t just about aesthetics; it’s a strategic move that sets the stage for us to diversify our product offerings. In the coming months, you can expect a range of new and carefully curated beauty solutions from Subtl that will cater to every aspect of the daily beauty routine. We can’t wait to share these exciting developments with all our supporters!
DSN: Does the brand have any new innovations in the works?
RR: Absolutely, innovation is at the core of Subtl’s DNA! While we recently introduced our new packaging in August, it’s just the tip of the iceberg. Our focus has been on creating a transformative experience for our customers, starting with the packaging, which is now more functional and sustainable. Looking ahead, we’re actively working on a lineup of groundbreaking beauty innovations that go beyond packaging. These new offerings will redefine how you approach your beauty regimen, making it even more convenient and personalized. Stay tuned for what’s to come!