Jeanine Lobell, Founder of Stila, Introduces Makeup Brand – WWD

Jeanine Lobell, the sweetness business veteran, make-up artist and inventive entrepreneur who based Stila in 1994 after which offered it to Estée Lauder 5 years later, has a brand new enterprise: Neen (her nickname).

It’s a beauty line, launching direct-to-consumer with 11 merchandise, together with eye shadow, shimmer, cheek and lip, centered round a subscription mannequin. Each month, for a payment, consumers obtain a postcard within the mail showcasing 5 fashions with totally different pores and skin tones all carrying the identical colour shades in various make-up appears to be like. The playing cards embrace the colour samples (which have a minimum of two makes use of, stated Lobell), in addition to a QR code for every look. The codes will launch Neen’s app and present a corresponding make-up tutorial video (led and created by the fashions themselves).

“You can follow the tutorial in a full screen, or you can go into a split screen and film yourself,” defined Lobell. “You can voice command the tutorial. You can say stop, go back, go forward, so that you don’t have to put your brushes down. You can just follow along.”

It gives ease for the person, who is ready to have the precise colours already readily available as they apply, in addition to take a look at out new appears to be like throughout a time when in-store testing is sort of nonexistent as a result of pandemic.


“There’s targets on the face, so you can look at yourself and go, ‘Hmm, I’m never going to wear this lip, because I don’t wear a lip, but I love these eye shadows,’ and you click on the eye and the full-size product pops up,” Lobell continued. “Each month, you get a new card with five new colors, five new faces, five new tutorials.”


A primary have a look at Neen.
Courtesy of Neen

Out in February, the subscription prices $12 a month, or $10 a month for individuals who subscribe for a 12 months ($11 for six months), with every full-size product priced at $20 (and new releases added month-to-month). Consumers can join now by way of e-mail on Neen’s website ( to obtain data on the model and its launch date.


They’re “consciously formulated,” Lobell stated of the products, made in refillable compacts created from silicone — a extra environmentally pleasant choice than plastic.

When you’re performed with a product, “you can throw it in your dishwasher and buy a refill,” she continued. “If you decide you don’t like it anymore, I make it really easy for you to send it back to me, and I have an arrangement with a factory in America that will recycle it, and they turn it into playground mats.”

Formulated in a lab in California, Lobell utilized her years of expertise to create the colours.

“Because I did fashion shows for so long, where I had to do the same look on every skin tone, I know how to make colors that work for everybody,” she stated. “I always work from the darkest skin tone to the lightest, because that’s how it’s going to work the best for everybody.”


Those colours come to life with the Neen fashions, who make them their very own within the tutorials, as they chat about their lives.

“Jordan, for example, she talked about being a model and a makeup artist, and how she’s really committed to mentoring other young women of color,” Lobell stated. “We put their Instagram handles and talk about causes….Lily talks about how she started transitioning when she was eight and what makeup meant to her on that journey. Grace talks about being queer in New York and The Trevor Project. And Shea talks about being a vegan and animal activism.”

While elevating consciousness, Lobell additionally plans to fundraise for the causes.

“It was really important to find people that we actually connected with in some way or wanted to support them,” she added.

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