Total Beauty Media Insider

Insider Insights

Television Appearances

RECAP: Total Beauty and HSN

On July 2nd, Total Beauty and HSN brought consumers the most multi-dimensional “Total Beauty Collection for HSN” campaign to date during HSN’s 24-hour beauty event. The release of the co-developed sampling experience leveraged’s expert voice as our editors were on hand offering customers real time beauty advice. On-air broadcasting, the addition of live online chats and a boost in social media interaction resulted in five times more social engagement than in previous launches. This marked the fourth successful partnership between Total Beauty Media Group and HSN.

Beauty by Numbers

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Guest Guru

Renee Rouleau

This month, Total Beauty talks with Kirsten Kjaer Weis, makeup artist and creator of the certified organic cosmetics line Kjaer Weis.

Q: What was the inspiration behind starting the brand?

A: I had worked for more than 15 years as a makeup artist, and I was seeing firsthand what using chemicals on the skin can do. You always have your favorite kit with a little bit of this and a little bit of that. And women would say, "I really break out from that," or, "I get red from this." It made me think: What is it doing long term when you see what it does short term?

But I never had any natural lines in my kit because I didn't think they performed. There was a gap in the market for combining beautiful ingredients with performance and well-designed packaging.

Q: So you always knew you were going to do a high-end line?

Yes, because I'm a bit of a design nerd. It's important to me -- what I surround myself with. I buy a bouquet of flowers. Why even bother because they're going to die in a week? But it means something. It moves you, and it translates into packaging. I just like beauty.

Q: What's the story behind this packaging?

A: I wanted something sustainable but that didn't look it. Recyclable, biodegradable -- but didn't have that brown bag feel to it. But all the materials that are recycled have a recycled look. I was always a fan of the designer who did the Comme des Garcons bottles -- a French designer called Marc Atlan. So I called him. When he came on board, he was such a genius. I had no idea it was going to be silver and red, but I sent him my mood boards, and he found this metal. And we created a refill system.

Q: What was a highlight when you were creating the brand?

A: When I found my manufacturer in Italy. I had been getting samples from different places. And then I met this Italian manufacturer, and I absolutely love them. Also, when Marc came on board. Those were two moments that made me feel like, "this is what I'm supposed to do."

Q:And what advice do you have for other beauty entrepreneurs?

A:It has to be something that you're passionate about. You hear that all the time, but it really does. You work around the clock. You wear all the caps for a long time. Before you build it and have revenue, you have to do it all yourself. So it has to be something you love.

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