Lauren Conrad launched her namesake cosmetics brand, Lauren ConradBeauty , in August.- To learn more about the company and her
makeup journey, we spoke with Conrad as part of Insider's "Beauty Files " series. - Conrad told Insider she would often match her eye shadow to her clothes as a kid, adding that she's learned over the years that less is more.
- She also confirmed that Lauren Conrad Beauty will expand into skin care in the future.
Though you might know Lauren Conrad as a leading star of "Laguna Beach" and "The Hills," she's also spent her career designing apparel and writing books. Now, she's formulating cosmetics.
Her new brand, Lauren Conrad Beauty — which is said to be vegan, eco-friendly, and cruelty free — offers lipstick, eyeliner, highlighter, and more.
As part of Insider's "Beauty Files" series, which takes readers beyond the beauty world they see online, we spoke with Conrad about her makeup memories from the early 2000s, beauty regrets, and the future of her brand.
This interview has been edited and condensed for clarity.
Lauren Conrad has learned over the years that less is more
Amanda Krause: How did you first become interested in makeup?
Lauren Conrad: My first introduction to beauty was when I got one of those really big Caboodles that they sell around Christmas — they come with like 40 eye-shadow colors and two shades of powder. I would match eye shadow to my shirts, and I tried to figure it out for myself.
From an early age, I always tried to have fun with it. I never got too wild with my looks, but it was something that I always enjoyed.
Krause: Looking back at those years, do you regret the trends and experimental looks you wore?
Conrad: Honestly I don't regret any of the trends, but I definitely regret some of my execution. I didn't really know what I was doing. I maintained my own eyebrows and didn't do a great job, and I didn't really know how to apply eye shadow, so I was kind of winging it.
Fortunately, I think everybody was doing that at that age, so it's not that bad. It's fun to look back on.
Krause: As your beauty routine has evolved over the years, have you learned any go-to makeup tricks?
Conrad: I always try and do the least amount possible. If you're going to make a statement, pick one feature to focus on. If you want to do a really dramatic eye, maybe you'll pair that with a more neutral color on your lips. And if you're doing a simpler eye and lip, maybe you could do a pop of color on your cheeks.
Conrad always knew she wanted to create a makeup line
Krause: You released a book filled with makeup tips in 2012. Did you know then that you wanted to create your own line?
Conrad: I've always wanted to do it. It's so funny because back in 2012 while I was doing that book I was even looking into it. But I've always tried to properly educate myself on a category before getting into it, and also not take on too much at once. Back then, I was still growing my LC Lauren Conrad brand.
Now, it's a part of my daily life — I've been doing it for over 10 years — and I have such amazing teams that I feel comfortable taking on something else.
Krause: What was the process of creating your brand like, and what steps were you involved in?
Conrad: Everything — from the concept to coming up with a brand identity. Working on all the formulas takes so long to develop, and I wanted to personally wear them all for a long period of time to make sure I was really happy with them. I'd give notes, tweak things, and get them just right.
It's been about a two-year process. We obviously had challenges this year in production just because of COVID, but it was really fun and I loved creating it.
Krause: Do you have a favorite product from the line?
Conrad: The thing I use the most is probably the Lip and Cheek Tint because I keep it on my desk and apply it before I hop on a call. It's an easy refresh.
But the product I feel the most passionate about is probably the eyeliner because I worked so hard to get it right. I don't use it every day, but I've been wearing it for almost a year now.
Krause: It must be cool to see people experiencing your products after spending so much time creating them.
Conrad: That's the interesting thing about makeup. Everybody's technique is different, everyone's skin is different, so it's been really interesting to get initial feedback and apply that to new products we're developing.
Krause: How do you stay inspired and make Lauren Conrad Beauty stand apart from other brands?
Conrad: There are so many options in the beauty category, there always has been, and it's a bit overwhelming. So I wanted to create a line for someone like me. I don't have time to do a 45-minute makeup routine. I have two small kids, a pretty hands-on job, and so I can't be too precious with my makeup.
I was selfishly designing the line for myself, and I wanted products I felt good about that were made with clean formulas and are easy to apply.
Krause: Are there any other areas of beauty you'd like to venture into?
Conrad: I want this brand to be very well-rounded, and right now skin care and makeup are so closely connected. I'm looking at both. So we're gonna continue to grow. We'll be going into skin care and other categories like that.
- Read more:
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- YouTuber Christen Dominique created her own beauty empire years after stealing her mom's concealer
- Patrick Starrr shares how late nights making YouTube videos led to him owning a cosmetics company
- Rosie Huntington-Whiteley says having her makeup done for years as a model inspired her to start a show about beauty