In the ever-evolving world of cosmetics, one brand stands out for its commitment to empowerment, inclusivity, and innovation. Doll Smash Cosmetics, founded by Rachael Wilson, is making waves with its vegan-friendly products, cutting-edge technology, and a vision that goes beyond traditional beauty standards. In an exclusive interview with The Luxe Scoop, Rachael Wilson shares the journey behind Doll Smash and the brand’s mission to redefine beauty for all.
The Luxe Scoop (TLS): Can you tell us more about the founding story of Doll Smash Cosmetics and what inspired you to start this beauty brand?
Rachael: Doll Smash Cosmetics began because I shared a deep passion for makeup and a dream of creating a unique beauty brand. I had a background in business and marketing, which helped me turn my dream into a reality. I envisioned a brand that would empower individuals to express their individuality and embrace their inner beauty.
The inspiration behind the name “Doll Smash” came from the desire to break free from societal beauty standards. Believing that beauty should not be confined to a specific image, but rather celebrated in all its diverse forms. The word “Doll” represented the idea of embracing one’s unique features, while “Smash” symbolized breaking the barriers and stereotypes that often surround beauty. Driven by my vision, I embarked on a journey to create high-quality, cruelty-free cosmetics that would cater to people of all skin tones and types.
TLS: Doll Smash is known for its vegan-friendly products. Can you explain the importance of offering vegan cosmetics and how they align with the brand’s values?
Rachael: Offering vegan cosmetics is important because it aligns perfectly with the values of Doll Smash. Vegan cosmetics are free of any animal-derived ingredients or by-products. By choosing to create vegan-friendly products, Doll Smash ensures that no animals are harmed or exploited in the process of making their cosmetics.
This cruelty-free approach reflects the brand’s commitment to ethical practices and compassion towards all living beings. Offering vegan products also demonstrates inclusivity. By eliminating animal-derived ingredients, Doll Smash Cosmetics makes its products accessible to a wider range of customers, including those who follow a vegan lifestyle or have specific dietary restrictions. It allows individuals to align their beauty choices with their personal values, fostering a sense of connection and empowerment.
TLS: The Airbrushed Kabuki Brush gained popularity on TikTok. What do you think sets this brush apart from others in the market, and why do you believe it resonated with consumers on social media?
Rachael: The Airbrushed Kabuki Brush gained popularity on TikTok for several reasons, setting it apart from other brushes in the market and resonating with consumers on social media.
Firstly, the Airbrushed Kabuki Brush is designed with innovative bristle technology. Its densely packed, synthetic bristles are incredibly soft and finely tapered, allowing for a flawless and airbrushed finish. The brush’s unique design enables it to evenly distribute and blend makeup products, resulting in a seamless application.
Additionally, the brush’s ergonomic handle and compact size make it convenient and easy to use. It fits comfortably in the hand, providing control and precision during application. This user-friendly design appealed to consumers who value both functionality and aesthetics.
The Airbrushed Kabuki Brush’s popularity on TikTok can be attributed to its viral nature on the platform. TikTok thrives on short and engaging videos, and the brush’s exceptional performance and visually appealing design made it a perfect subject for captivating content. Influencers and beauty enthusiasts showcased its effectiveness in achieving a flawless complexion, demonstrating its value to viewers.
TLS: Doll Smash emphasizes inclusivity and individuality. How does the brand promote these values through its products and messaging?
Rachael: Doll Smash Cosmetics offers a diverse range of shades and formulas in our makeup products. We understand that beauty comes in all skin tones and types, and we strive to ensure that everyone can find products that cater to their unique needs. By offering an extensive shade range, we embrace the diversity of our customer base and promote inclusivity.
In addition to diverse shades, we also encourage individuality by providing a variety of product options. We offer versatile and customizable products that allow individuals to express their unique style.
Doll Smash Cosmetics promotes inclusivity through its marketing and messaging. We feature a diverse range of models and individuals in our campaigns, showcasing different ethnicities, ages, body types, and gender identities.
TLS: Could you share some insights into the materials and technology used in Doll Smash’s Beauty Blenders that prevent excessive product absorption? How does this benefit consumers?
Rachael: The Beauty Blenders from Doll Smash utilize a high-quality, latex-free foam material that is specifically engineered to minimize product absorption. This foam is porous, allowing it to absorb just enough product to create a seamless application without excessively soaking up the makeup.
The key technology behind Doll Smash’s Beauty Blenders is their unique cell structure. The foam is designed with a specific configuration of open and closed cells, which helps to regulate the amount of product that is absorbed.
The open cells act as reservoirs that hold and distribute the product evenly, while the closed cells prevent excessive absorption, ensuring that the product is effectively transferred onto the skin.
Users can achieve the desired coverage with less product, saving them money in the long run. The advanced foam material used in Doll Smash’s Beauty Blenders also makes them easy to clean.
TLS: The Expressionism Eyeshadow Palette has been touted as a gamechanger. What was the inspiration behind the palette’s design, and how does it aim to elevate consumers’ eye makeup experiences?
Rachael: Doll Smash’s Expressionism Eyeshadow Palette aims to elevate consumers’ eye makeup experience by offering a diverse range of high-quality shades and finishes that allow for creativity and experimentation. They provide an opportunity for users to explore different color combinations, textures, and techniques to achieve unique and personalized eye looks.
TLS: Doll Smash started in the UK and is now expanding internationally, with the UAE being the first market. What led you to choose the UAE for your international expansion, and what are your plans for future global expansion?
Rachael: I chose the UAE for expansion due to the growing beauty market, favorable business environment, strong consumer purchasing power, and potential for brand recognition.
As for my future global expansion plans, I will be focusing on countries with market potential, looking at regional trends, cultural fit, and competitive new markets for growth.
We aim to focus on regions with untapped potential and expand gradually into different countries. My next favorable destinations are Australia and the US.
TLS: Your brand emphasizes clean and sustainable products. Can you provide some details about Doll Smash’s sustainability practices and how it ensures the use of sustainable materials in its products?
Rachael: Doll Smash focuses on using eco-friendly materials, such as recycled or biodegradable materials, reducing waste in their production processes, and implementing energy-efficient manufacturing methods.
TLS: What can we expect from new additions to the product line?
Rachael: We as a brand love the direction Doll Smash is going and to improve this and our line of cosmetics we will be focusing on a wider range of makeup and extensive shades to keep up with the latest cosmetic trends. Doll Smash and its future has only just begun.
Doll Smash Cosmetics, with its commitment to cruelty-free, vegan-friendly, and inclusive beauty, is not just a cosmetics brand; it’s a movement that celebrates individuality and empowers individuals to express themselves. Rachael Wilson’s vision for Doll Smash is to redefine beauty by breaking free from stereotypes and embracing diversity. As the brand expands internationally, it promises to continue its journey of empowering individuals to feel beautiful in their unique ways.
