Supermodel Lindsay Ellingson is known for being a Victoria’s Secret Angel and gracing high-fashion runways like Chanel, Christian Dior, Gucci and Valentino to name a few. This spring, the 30-year-old beauty added co-founder and creative director to her resume with the launch of Wander Beauty. The color cosmetics brand debuted on WanderBeauty.com and QVC with a dual-ended On-the-Glow Blush and Illuminator in two shades, Soft Pink and Coral Rose. The versatile and easy-to-use stick was designed for a woman on the go and features a proprietary blend of pigments that are infused with vitamins and hydrating properties for added beauty benefits beyond the midday touch-up. The rest of the city-inspired range will be available come fall, so we chatted with Lindsay about all things beauty, in addition to why it was important to have products that can give women of all skin tones the same gorgeous results.
theFashionSpot: What is your earliest memory of experimenting with beauty products?
Lindsay Ellingson: As a little girl, I loved playing at my mom’s vanity table, she had a gorgeous layout of perfumes, eyeliners, mascaras and blush. The first beauty product my mom let me buy was CoverGirl’s Lipslick Balm. I felt so grown up wearing that sheer pink shade!
tFS: At what moment did you decide you wanted to launch a beauty line?
LE: I’ve been so fortunate to work with the most talented makeup artists; I’ve sat in their chairs for countless hours over the past 10 years. It was an education in makeup application, colors and formulas for me. I developed such a passion for beauty! My friends could always count on me for touch-ups on the go and I even started doing my own makeup for red carpet events, which caught the eye of various press outlets. It wasn’t until I met my co-founder, Divya Gugnani, a serial entrepreneur with a background in tech, that I realized translating my passion and knowledge of beauty into a cosmetic line was possible. We are such a dynamic duo!
tFS: Multipurpose beauty products are great! How did you come up with the idea of making everything serve more than one purpose?
LE: I’m a woman who’s constantly on the go. For years I was traveling with pounds of beauty products, so much went to waste, was messy and complicated to use. I saw a huge market opportunity to create multitasking essentials that are easy to use and innovative. Our On-the-Glow Blush and Illuminator is proof of that! It’s a never-before-seen product with at least 10 ways to wear it! It’s easy to throw in your bag and will give your lips and cheeks a gorgeous pop of color, while the illuminator imparts a post-vacation glow to the skin.
tFS: Would you say this line appeals to multiethnic consumers?
LE: At Wander Beauty we embrace culture and ethnicity. Our Coral Rose and Soft Pink blush shades, as well as our Nude Glow Illuminator are universally flattering, you will see proof of this on our site. Earlier this year, I cast six models with a range of skin tones. On the site, you will get to see all of our products applied to this diverse group of girls rather than just looking at a color swatch.
tFS: Do you have a favorite beauty trick?
LE: I’ve learned so many beauty tricks it’s hard to pick a favorite! Right now I’m loving the minimal makeup look, but with a pop of color on the lips. Backstage at Dior, Pat McGrath and her team of talented artists would often use a taupe shadow in the crease of our lids and a little along the bottom lash line — it’s subtle but gives your face dimension, which makes your eyes stand out. No matter what makeup look I’m going for, I always use our Nude Glow Illuminator on my cheek and brow bones to keep my skin looking fresh.
tFS: What is the best part of starting a beauty business?
LE: The possibilities in beauty are endless! If you can dream it, you can achieve it. I love observing the beauty trends walking down runways in New York, London, Milan and Paris and translating them into products that are wearable for all women and easy to use. Most of all, I’m enjoying this new venture as an entrepreneur; it’s empowering to add co-founder and creative director to my resume!
tFS: What other products will Wander be releasing and when can we expect them to launch?
LE: I am constantly brainstorming new ways to break the beauty mold and wow our customers! Wander Beauty has a city-based collection coming up in the fall along with much more innovation. I’m also developing a mascara, which I can’t wait to share with you. I’ve tried and tested everything and know what works, this one is truly unique!