Our lives are constantly on the go these days which means that we don’t have the luxury of spending the longest time on our beats. Besides time not being on our side, with the sunny season upon us we don’t want to be layering copious amounts makeup. We’re going for the natural flushed look with pops of highlighter that will hit just the right spots.
Carlie Lubbe started with a vision and desire to simplify makeup application making it inclusive to all. Carlie wanted to rid the narrative that makeup should be an arduous process for it to be flawless. She desires for all women to feel the joy and confidence that she experiences through makeup. Thus, came the birth of MyEasyGlow, a makeup brand specializing in curating products that are designed to simplify contouring and highlighting. It is comprised of four items in one portable unit (4-in-1) with two brushes and two colors - one for highlighting and one for contouring.
MyEasyGlow showcases how local brands are exceeding the limits in the beauty industry through their innovative products
GLAMOUR: What attracted you to the beauty industry?
CARLIE LUBBE: I have always enjoyed looking my best & loved playing around with new tips & techniques. If it made my life easier, I loved it even more. When I came up with the idea for EasyGlow I knew this will simplify life for so many women. And that excited me!
GLAMOUR: What inspired the creation of EasyGlow?
CARLIE LUBBE: I really wanted to simplify make-up! I wanted to create a superior product that works like a charm & gives you time to enjoy your life. As a former Beauty salon owner & Optometrist (I know, weird jump) I knew I had an advantage as to what everyday women would want – an easy, timesaving & highly functional item - note, no Make-up artist amongst these professions, it had to be EASY.
GLAMOUR: How did EasyGlow come to fruition?
CARLIE LUBBE: Brushes were sourced from all over the world. Make-up colours were finetuned and grouped into a Colour Quiz that you can take online, to get your recommended EasyGlow - one that will suit you, based on your skin tone & your undertone. Something needed to keep these 4 items in 1 portable unit. We had to create our own injection-moulded casing. Countless prototypes were tested & tweaked and 3,5 years later I launched EasyGlow, in May 2023.
GLAMOUR: It’s comforting to know that the product caters to the “girl-on-the-go” who is looking for simple yet effective makeup products. What was the reasoning behind this?
CARLIE LUBBE: So many of us need to apply or touch-up our make-up whilst on-the-go. If you look at the beloved lipstick, it is easy & portable, hence it’s success. We needed a solution for contouring & highlighting. I was also tired of messing up my beautiful (and expensive) brushes whenever I travel. Now your brushes are perfectly protected in this 4 in 1 & you can also do a quick touch-up en-route to your meeting!
GLAMOUR: Why did you decide to create a contour and highlighting product?
CARLIE LUBBE: Contouring & highlighting is a super easy technique (if you know what to do!). Most days I only wear foundation, mascara & EasyGlow, it takes me all of 3 minutes. I saw an opportunity to simplify this previously daunting technique – to address all pain points associated with it and make it accessible to all women.
GLAMOUR: Explain the process involved in creating the product?
CARLIE LUBBE: Coming up with the idea is always the fun part. Now to execute! I played around with 3D printed prototypes for 6 months until I realised that this is more complicated than I ever imagined, haha. I called on product development experts & they helped finetune the patented design that house the 4 products.
GLAMOUR: What sets this product apart from other products alike?
CARLIE LUBBE: We have taken the guess-work out of everything! We have sourced the best brushes, we have simplified the colour selection process and we have packed all into one portable unit. Now anyone can contour & highlight like a pro. It isn’t reserved for make-up experts or the Kylie Jenner’s of the world anymore.
GLAMOUR: What makes this brand unique?
CARLIE LUBBE: Our goal has always been to remain accessible. EasyGlow is for all women. The experts, the novices, the housewives, the CEO’s. You too deserve to look and feel your best! We are here for the everyday woman, whoever you are.
GLAMOUR: Do you have any tips for beginners who are dipping their toes into contouring but might be too intimidated by the concept?
CARLIE LUBBE: The best is to start with less product, layer it until you are comfortable. And play with it. It should be fun & it should merely enhance your already-beautiful features.
GLAMOUR: What is the most rewarding part of what you do?
CARLIE LUBBE: The look on somebody’s face after I have applied their EasyGlow. And then showing them how to recreate this themselves. We also donate 5 school lunches to the Lunchbox Fund for every EasyGlow sold, it is called the ‘Share the Glow’ campaign. These 2 compete for my most rewarding part!
GLAMOUR: What advice would you give to someone starting their own beauty brand?
CARLIE LUBBE: Find a problem and fix it for your consumer. Only do it if it excites you though, passion shows. Be unique & make a difference.
GLAMOUR: What’s the best beauty advice you’ve received to date?
CARLIE LUBBE: Wear sunscreen!
GLAMOUR: What’s the best beauty advice you would give for the summer season coming up?
CARLIE LUBBE: We live in an era where people are wanting less. Less possessions, less complications, less clutter. Find 3-4 make-up products that you love and get good at applying them. You don’t need a full face of make-up every day.
GLAMOUR: Can you share three things that most excite you about the modern beauty industry?
- Eco-friendly brands, we have to care about what goes into the products & how we package & distribute them.
- That we are learning that prevention is better than cure.
- That we are leaning towards normal women. The skinny uber-perfect model days are gone. We love everyday women & want to see more of them.
GLAMOUR: None of us are able to achieve success without some help along the way. Is there a particular person to whom you are grateful who helped get you to where you are? Can you share a story about that?
CARLIE LUBBE: I was one of the first franchise partners to buy into the Sorbet Group. And I did, because of the emphasis the founder, Ian Fuhr, had always had on serving. Our citizens (our staff) and our guests (our clients) always came first. A true servant leader, Ian lead by example & inspired all of us to do the same. Those principles will always stay with me. People before profits. And purpose before profits.
GLAMOUR: Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to improve the industry, what would you suggest?
- Can we please drop the filters and the illusion of absolute perfection. Yes, we all want to look our best, but not to the detriment of a generation’s mental health.
- Social media is also to blame for many of these quick fix viral videos. False advertising & sneaky promises have led many a girl to the ER in search of a ‘wonder solution’.
- Excessive packaging, especially if it is plastic, needs to go. No unboxing is worth so much waste.
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