Meet the cult favourite making 'fast beauty' the new 'fast fashion'

Heading the 'fast beauty' movement with a smart, speedy mix of social-media monitoring and live polls on Instagram, Winky Lux is the brand bringing us products faster than you can say "overdraft"
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Meet the cult favourite making 'fast beauty' the new 'fast fashion'

What happens when you take a fashionista and a 3D-glasses creator and throw them head-first into the beauty world? The answer: a cult sensation that’s taken social media by storm. Winky Lux was launched by Natalie Mackey and Nathan Newman in 2015 and has already achieved worldwide recognition for its fun designs – but above all, for going from idea to finished product in a head-spinning 45 days. This timeline allows them to cater to current trends, even if it is rainbow brows, for which you have only yourselves to blame.

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In 2015, the duo got lost down a social-media rabbit hole – we’ve all been there – in search of the newest trends that had women around the globe buzzing. Back in simpler times, Matcha Green Tea was all the rage and Winky Lux did not miss a beat. Just 45 days later they released their Matcha Green Tea lip balm made with real green tea powder, which promptly sold 15,000 pieces.

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Their best-sellers include a flower balm – with a real chrysanthemum in the bullet, no less - that reacts to natural PH levels to create a customised pink pout, and a No–Makeup Kit to make it look like you #wokeuplikethis when you definitely didn’t. Everything is cruelty and toxin-free, and some are even gluten-free, presumably just in case the coconut essence is too delicious to resist.

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Keeping the customers in the loop is their priority as they share every step of production, and even take live polls on Instagram so customers can choose the final look. Their pop-up stores continue to keep customers happy with interactive art installations to experience with their friends and share on social media – I mean, did you even go if you didn’t put it on Instagram?

Photos: Instagram and supplied