If you identify as a woman, then it's not news to you that a lot of brands try to target you as a consumer by coming at your flaws. But not all companies go that route. RealHer is an empowering cosmetics line, and it all started with a dad wanting to make sure his daughter's beauty experience would be rooted in positivity, not insecurity. Highlighting people's flaws in order to push products is almost like the corporate version of negging — they tell you your complexion is blotchy, your lashes non-existent, your under eyes unseemly, and then throw solutions to make you "beautiful." But people are more than happy to buy makeup for the joy of it, not only so they could hide their faces. That's something that Bill Xaing tapped into.
Working in cosmetics for a decade, Xaing came up with the concept for RealHer when his daughter was born. "When researching the best ways he could raise his daughter, he discovered an overwhelming amount of information about how society can affect a woman's upbringing," PopSugar reported. Wanting to do his part in changing the social environment that revolves around cosmetics, he chose to make his new brand focus on what's amazing about a person, rather than what flaws they need to fix.
"Our mission is to inspire and bring out the best in the modern woman: to know her worth, to feel proud of her individuality, to love each and every one of her flaws, and to not fear who she really is," the company's mission statement reads. Each product comes with a self-affirmation like, "I am ambitious," "I am unstoppable," and "I am tough."
But the brand doesn't just stop their feminist work with product names. They also take it a step further and make sure they do their part in directly empowering women in spaces outside of the beauty world. "The line also strives to be ethical, safe, and philanthropic. Not only are the products cruelty-free, paraben-free, and sulfate-free, but 20 percent of the profits go to the American Association of University Women," PopSugar shared. The association focuses on advancing educational and professional opportunities for girls and women, so your purchases will help fund women's strides towards equality and success.
"I want to do whatever I can to make as much difference as possible, as quickly as possible, to help more women. RealHer started as a way to create a better social environment for my little girl," Xiang shared on RealHer's site. Take a look below at some of the empowering products you can make part of your own makeup collection.
1. Lip Kits
Lip Kit, $48, RealHer
Including a matte liquid lipstick, lip plumper lip gloss, and lip liner, these kits come in three shades: Deep Red, Deep Nude and Pink.
2. Lip Plumper Gloss
Deep Red Lip plumper Gloss — I Am A Fighter, $21, RealHer
These glosses will plump up your lips for a full, pout-y effect. They also carry Vitamins E and Jojoba Seed Oil help keep lips soft.
3. Eyeshadow Palettes
Eyeshadow Palette, $28, RealHer
Their palettes are quality products, where the colors are long-wearing, crease-resistant, fade-resistant, and buildable. They also have textures ranging from matte to metallic sheen, letting you experiment in your look.
While one dad might have created this brand for his daughter, everyone can benefit from the positive effects. Go ahead and grab an "I am strong" lippie and change the way the beauty world talks to you.