ALL TIGERS is the ambition to create the perfect lipstick... What if we let women have the power to create what they really want?
"The best way to predict the future is to invent it." This is what the beautiful postcard that I was given said, the day I left my job and realized this dream was a little crazy -actually, completely insane- to launch MY brand of eco-friendly and stylish makeup. Quote from novelist Peter Drucker, and it expressed perfectly how everything started.
The story had started a few months earlier. My pre-teen daughter was beginning to take an interest in makeup. We looked for the ideal red, a safe formula in a trendy look... To find out that the choice was very thin.
With the wave of green and the current craze for makeup, boosted by social networks, natural lipsticks should be ultra-trendy... Actually, not really. The offer is still very discreet. Nothing in which my daughter could project herself and think that once grown up, she will have the right to think big, to want the best for her, without compromise, without renunciation, even in her everyday products.
Is your lipstick safe?
The lipstick, we would eat...
A thought that ruffles feathers: At the rate of a few mg a day that slips from the lips to the inside of the mouth, a woman could ingest up to 2kg of lipstick...! That is: petroleum derivatives, silicones, synthetic filters... or natural ingredients but of animal origin such as carmine extracted from the cochineal (unless you already eat insects, it can be surprising)... And yes, that's how most lipsticks are made today! So it doesn't cut your appetite a little bit, does it?
Soon enough, I realized that around me, even the women who had gone green for food, for facials, for hygiene products... had not crossed the course for makeup. The problem is because they did not find offered that inspired them. Yet they had their own revolt: how can we admit that such familiar brands are hiding so much, so disrespectful of their costumers? Actually these women had been waiting for it, this lipstick that's super stylish, yet really respectful of women.
What if we gave the power to the customers?
ALL TIGERS quickly became a collective effort, thanks to women who, from the beginning, were enthusiastic about the project: a natural and trendy lipstick. It was their dream too. Some had professional experience in the universe of beauty, so they had a particularly sharp eye on the formula, or on the packaging, or in the branding...
The decisive moment was the opening of the Instagram Account of ALL TIGERS: a community of followers, of the increasingly numerous and committed Tigers, formed around the project. Each step, every major decision has been submitted to the community. And step by step, together we have defined and created the perfect lipstick, the one that checks absolutely all the boxes... The packaging, the applicator, the range of shades, the tone of the brand, everything has gone under review. In the end, it is the users who know best what they want and need, right?
This is how the project of a brand of new generation of makeup was born: the one you choose without making a compromise neither on the quality of the products, nor on the glam (long wear, highly pigmented colors, great coverage, while no drying of the lips...), nor on the eco-friendly ( Up to 100% natural ingredients, 40% organic ingredients, vegan...).
When the brand started, in pre-orders at a participatory funding site, the Tigers again responded. Goal reached... from day one! Created by and for its community: this will always be the heart of our ALL TIGERS philosophy.
Eco-friendly lipstick "in Beyoncé mode"
A lipstick, is it feminist?
Of course we cannot pretend, with such a project, to embrace all the feminist subjects: it would be pompous and naive of us. Yet there is something in a lipstick that is fundamentally connected to the issues of respect for women, whether it is the attention to green formulas or the image of the woman you want to convey. Courage, strength, determination, ambition, instinct, power: These words so often associated with masculine figures. But what if we gave them a feminine sense?
As you have clearly said on our Instagram, other brands surely do not hold back with their lipstick ads, like cheesy romantic stuff, seduction showing more than we wanted to see, and just plain blah look-at-me-I'm-beautiful ...Beyond the product itself, there is also a mindset and values that users wanted to instill. ALL TIGERS embodies above all a certain idea of femininity. Not corseted: Savage. Not just rebel: fiercely free. Not fragile: sovereign.
A combat mindset
"Actually, ALL TIGERS is like the eco-friendly lipstick when you're in Beyoncé mode" -
-An inspired fan-
ALL TIGERS targets real women, who carry these values of strength, courage, determination... It is a tribute to women who are committed, affirmed, voiced, to those who do not allow themselves to impose their choices of life, nor to condition their tastes by advertising speeches.
Powerful but threatened... The tiger emblem reminds us that believing in its power does not mean to obscure the threats and difficulties that affect women in society. But wearing the ALL TIGERS lipstick is being free, assertive, assuming its values, colors, style, making your own choices and expressing them loud and clear.
A girl told us, "Actually, ALL TIGERS is like the eco-friendly lipstick when you're in Beyoncé mode." And that's so.
Whether you are #TeamZen or #TeamForce, the queen of the Jungle is you. Want to take over ALL TIGERS and share your royal opinions with our brand? One solution: Subscribe now to our Instagram and let your voice be heard. We turn to our community at every key milestone of the brand. Ready to roar? ROAAARRRR!