29 Jun 2016
I can’t honestly say if I love the Stila products more than the brand iconic dolls. I was so obsessed with the “Stila Girls” that I had many images on a file and even used them as my computer backdrop! I always thought that the company name and the illustrations (now not so present in the communication as it was in the past) were attached to the arts, like an invitation to play around with makeup colours. Turns out it was kind of the original idea.
Here is the story: Stila was founded in 1994, in Los Angeles, by makeup artist Jeanine Lobell. The name comes from the Italian ‘stilare’ and also the Swedish ‘stil’ (estilo), because she was raised in the Scandinavian country. Her goal was to create cosmetics that would help customers reveal their unique styles. It didn’t take long for Barneys and Fred Segal to stock the products, which were completely different from the competition as the illustrated paper packaging was a stand out.
The same could be said for the products: Lip Glaze and Convertible Color were like nothing else in the market and soon became cults among makeup artists and beauty editors. The fame grew when the company was acquired by Estée Lauder Group in 1999 (then in 2006 it was sold to Sun Capital Partners and 3 years later to Patriarch Partners). With expanded distribution in department stores worldwide, new products arrived: One Step Correct primer, the foundations, the eyeshadow palettes, the Crème Bouquet fragrance… Oh, and there is also the limited editions (remember the Barbie collection?) with amazing colours and cute packaging that make them irresistible! Just look for them at Selfridges, Harvey Nichols, Marks & Spencer and selected Boots, or online at Lookfantastic.com, Beauty Bay and Stila UK. ????