Caroline McGuire's Contact Details

Caroline McGuire's Company Details

Vermouth

Seattle, Washington, United States • 3 Employees
Health, Wellness & Fitness

Vermouth was founded by women who saw a problem in the cosmetics industry and decided to fix it. One night, over drinks at a Seattle wine bar, they were talking about everything wrong with contemporary lipstick: the plastic packaging is wasteful and cartoonish, marketing is geared towards a younger audience, and often—due to product size—women end up with barely used tubes rolling around in drawers or languishing at the bottom of purses and makeup bags. After the second round of drinks and a lot more conversation, the founders realized that they could sit around and discuss the issue for hours on end, or they could address it and potentially disrupt a multi-billion-dollar industry in the process. Given the combined experience, leadership, and innovative thinking of the group, there was only one option—it was time to shake things up. Vermouth's founders spent two years brainstorming, developing their product, running focus groups, testing markets, and building the business. From compounding formulas in the corner of a living room to listening to hundreds of women talk about their experiences with lipstick, they took every step to ensure that their product would be high-quality, sustainable, and fun to use. The result is a new approach to lipstick: vibrant color made from natural, plant-based ingredients in an easy-to-use lip crayon (Vermouth likes to call them "playsticks") that comes in buildable shades. Each "flight" contains five colors in perfectly sized tubes that last for around 30 uses. Because sustainability is important to the founders, all of Vermouth's packaging is made from compostable materials and every company decision is pursued with the mindset of having a minimal impact on the planet.Vermouth believes that makeup should enhance your natural beauty, not mask it. The women behind the brand worked hard to create a product that you would feel good about wearing over and over again. You know how to use lipstick, now have fun with it.