Obsessive and Compulsive -Behind The Make Up

-Hey guys, it's Elessa here and we're at The Makeup Show and we are with David Klasfeld from OCC makeup and this is going to be our first edition of behind the makeup,

which is really exciting because it's really taking tough about the makeup and you don't really know what was on behind the scenes.

-Uh huh.

-The whole entire eco-marketing and product development and so, you're gonna be the first person on the sequel episodes,

-Super exciting. It seems like that I'm like on a board walk.

-Totally casual.

-Yeah.

-Oh, like it's my favorite. I do when I forget questions that like--

-I don't know at all. Yeah

-the flow going that.

-There you go.

-Well, tell me a little bit about yourself and like how you got started with OCC Makeup from the beginning.

-Sure.

-It's like, you don't really give up. We just wanna know lip tars, lip tars, lip tars, but there's so much more behind the scenes.

-Absolutely. Yeah, I mean, it's been a long route for me and I'm sort of-- it caught me by surprise that I ended up in this industry. I've just always had a love for makeup when I was kid, you know. Halloween was my favorite holiday and all my cousins were using both, you know, makeup and mask, that would be I'm really upset of them all like costume mask. It gives you like opportunity to play with color

-Yeah.

-and from there, when I was in high school, I was actually kind of shy, which is very strange as I do,

you know, speaking engagements with the shows, and I wanted to be involved theater, but I was just, you know, too shy to really be on stage at that point, so I signed up for back stage crew and I had feared teacher who said, "I think you're really good on makeup" and it was something I remember about having really though of it and I just instantly right there began a love affair. So, when all daily activities in high school were like, you know, reading like whatever magazines, like I was like sitting mount piles of something an Allure and just getting like really obsessed about

-Yeah.

-like different new products. It seems so exciting for me.

So, after college, I started seeking up, you know, employment and I ended up in the cosmetics industry. I just took a part time job at the Body Shop.

-Uh huh.

-and I listen up with their products as always been, you know, sort of interest in it, that appropriate pretty aspect of cosmetics. This becomes now a, you know, long time vegetarian that will be again in the line specifically begin as well. So, Body Shop really caught my attention. I was really encouraged to work with them and in the mall that I was working at, the first MAC counter

Outside of Manhattan was launched and they sort of kind unique and I think I was interested in marketing for them. It was like--

-Wow.

-with the old man, yeah, and that was the time they were still a, you know, small independent company. So, it was really incredible. I guess that was really what I owe my business. I can chew with I was really watching that line grow from the sort of like little cool brand to epic to being likely go to makeup line for not only makeup artist, but consumers. While I was working at MAC

I had some basic experience in product development with them and seeing the inside of Micro Cosmetic lab, was like candy store, like it was like just the most exciting kind of thing you can find and I always then sort of like how it works, pioneered by, you know, like

-Yeah.

-you know, take this like calculator or hard to see what's inside of it at night even breaking it down in cosmetics, which is fascinating to me. The idea of like creating a base and having color to it and like where did these things come from and, you know, the first time I found out that foundation colors

were created primaries that like blow my mind because I was expecting seeing of tan pigment, brown pigment,

-Yeah.

-and white pigment, and when you know, I worked in Micro Cosmetic lab and I saw, you know, olive and bright blue and like a henna red, and that became same color, which is fascinating. So, instantly, you know, I knew my ambition was on line one day, and it's been a longer road because we, you know, really committed to quality. You see new lines come and go all the time. You see a lot of brands

that just you know put their name on products and that's we call, you know, and a lot of times like you are selling just an image, but for me I really wanted to create a line of a quality makeup products, not just for professionals but for consumers as well that always through me and I really understood like why these are different, you know, the consumer deserves make up that's just as good as the professional and if they are different in quality like that's pretty jack out with a product that work in professional situation that are also just being terrific for everyday, you know.

-Yeah.

-Yeah, that's ranking from.

-So, how did come up with OCC makeup or Obsessive Compulsive Cosmetics.

I trademark on it long before having a makeup a line was, even there were no possibility. I was actually standing behind the make counter one day and I think how to produce OCD or other makeup, you know, I look out, you know. That's why I

-Yeah.

-[unk], the answer only was 2 and it was like an OCD makeup and OCC makeup and this is was-- So I found out how to

you know, inspire a trademark and I did and it was an until about 8 years later that it became a reality.

-Wow.

-Yeah. After MAC I did some work for other brands including Makeup Forever and then some small indie brands and I really started focusing on product development and while I was like formulating the makeup per say, I was consulting with different kind assistance like, you now, building foundation just right in their brands, you know, the more I sought it, the more I saw, you know, this is an accessible thing, you know, I can do this if I start out small

So, for the first year, OCC was just 2 lip balm, tarred and feathered, you know, and the lip tar with the same name, you know, it was black lip balm and a white lip balm and the black one just sort of shaded and changed the lips for subtle definition, yeah. It was during the real new thrill trends we launched in 2004. I love it because we got definition of that color.

-Yeah.

-and also like male groomers were using it for men on television because it was switching over to HD and you couldn't use the neutral lipstick on guys even more, they

didn't look natural, look like the guy wearing, you know

-Lipstick, yeah.

-lipstick. So, tarred really caught quickly and then feathered was sort of canopying. It was the sheer white lip balm and you can use it to prime to lips so that you got more true reading of the lip on television and some people like everything turns orange and more like--

-Yeah.

-It's just the colorless pigment that's what feathered did and people loved it. I was really like, you know, other makeup artist that I worked with because I'm working makeup artist myself. I was, you know, hand them the pigment out there in New York

and working easily and you know meeting and working better makeup artists and I gave the product away.

-Yeah.

-You know, I thought like this was getting out there, but loved it and like the marketing really, you know, which just word to mouth about going and then the 2 lip balm, came hairbrush line, and from the airbrush line, came the color line, and then 3 years ago today, at The Make Show at LA, we launched lip tar which you now revolutionized our business.

-I see. Why did you pick airbrush

makeup versus like having foundation, mineral foundation and things like that.

-Yeah, that's a great question. It was because of professional experience. I was really working on some of the first HD projects that were available before. The networks were switching over to them. A lot of advertising commercial clients had switched to HD, just a lot of them were advertising lingerie products that their target demographic would be watching on HD television, so micro clients who shoot on HD were target and that's behind

and you know if you're shooting at commercial advertising,

-Yeah.

-high definition televisions in high definition that makeup has to match the stellar and, you know, I tried everything, everything on the market, you know, I felt and tested. I saw what work and what didn't work and really airbrush was the solution, and I really do believe in it, you know, there's a lot of foundation options out there. Airbrush make it certainly not the only option for HD, but to me it's not just it's the best, the easiest.

-Yeah.

-It really is the easiest way to really perfect, you know, foundation application with very little effort simply because the way the dull pattern ridge on the skin is when you are using spray gun makeup in time [unk], it reads it the way the HD camera sees it. So, it's just the perfect solution. At that time, there were brands on the market that I like, but they all had, you know things that you have to sort of work again, like either they were super dry and you have to moisten them up or they were

varied viewing or constantly powdering, so my ambition was to create just a perfect middle of the road texture that really just looks like skin and that's why we call our products OCC Skin

-Uh huh.

-Because it's not dewy, it's not matte, it's just-- It approximates like a good healthy skin and gives the artist or the wearer the versatility to either make it more matte or make it more shiny.

-It's like my favorite ever seems the water is and like--

-Or you can still be using, Yeah.

-I use it everyday on myself ready to brush

because I don't wanna take the system out in the evening, but I love it. Now, I used to not wear foundation. I just hate cuts that's in fine lines and I'm just like a--

-Oh really?

-I mean it looks grand and beautiful. For me, my skin just like rejects foundation.

-Now, I hear you and I definitely like of that mentality too and like I don't know if it was just like, you know, being on the HD battlefield, that like having foundation is terrible, like you just doesn't look, you know gone or the days were like you could really just file on the make up and it would look awesome on camera like someone has that skin and you could have a makeup on them.

They just have that skin and--

-Yeah, exactly, just like I figure, yeah.

-Yeah, so it's really like I'm all about the look of the naturals, kind of we have gorgeous, kind of always doing your makeup and put next nothing.

-Yeah, well I love it. I tell everyone about the foundation. I know like lip tars are just so big, but I think the foundation is water base because there's so many really have sensitive skin.

-Absolutely.

-and the waterbase is just amazing and it's buildable too, you know, and so--

-Yeah.

-You been incredible without this. The funny thing is there are lines that really market their airbrush foundation just being like multiuse.

like you can use it by hand and you can use it by airbrush and we really never went down there because we just want to focus on doing like, you know, just the world's best airbrush makeup, but then it was really you who, through your video, people really started reaching out as the consumer product and it does work that way. It's beautiful and it worked constantly just thrilled at how much other makeup artists grow our line for us. It's really amazing that like your case on, you know, using the foundation by hand

has really popularized it that like that and keep on, you know, climbing up purely on their own and lip tar works as like a cheap stain or you know like the creativity of other artist is definitely a driving force behind this as you see, and I think it's a lot of lines having agenda, I think that consider to see as it was. We really-- we listen to the feedback and, you know, the industry is constantly evolving. You know, makeup will never have a plateau. Where, you know, right now everyone is really hyper focus on HD.

The next time television for makeup is gonna be 3D.

-Yeah.

-Now, if you're gonna be shot in 3D, foundations are gonna have a whole other need, all the rest of the cosmetics are gonna have a whole other need, you know imagine what a lifting lash, you know, false lash would like in 3D

-Yeah.

-The nightmares.

-You lie down here, yeah.

-So it's really like I think, to succeed in this business, you really have to like drop your agenda and just, you know, listen to people, listen for what they want, and there's so much-- and if this picture doesn't work for me,

don't explain to them why can or why it will create something that works for the right purpose and that's what we are all about. You know we are line that's inspired by makeup artist's solutions and we always want it.

-I love that your line is that intimidating like you have a little bright colors, yours like still very basic and it's like

-Absolutely.

-No nail polish, like I'm familiar with that. I know lip glosses. I know what to do with that.

-Yes.

-or you just take to this whole other level. So, let's talk lip tars. What's the first color you created?

I mean it's so unique.

-Uh huh.

-Like what would you think of the--

-The first tar is really great. There's actually terrific story behind that. Katie Pellegrino who you'll met later, I'm sure, on camera, is the director of product development, which means my official title as, you know, owner/founder is creative direction and she is product development and when I brought Katie on board, we were working primarily on like the airbrush products and we have this [unk]. We have this beautiful color too,

for lack of a better word that we knew we were in love, but we weren't sure how to market and then to me it was like a whole body pain. It alienates the certain consumer based and if you call like a multipurpose product, I don't think that really good to put into test to really like try it, you know, it's like when you're on multipurpose, like I can use pigments, like using cream products, and it was actually really Katie who said you know what like this that works beautifully on this that just make like the world's coolest lip product ever and you know,

people will figure out on their own that it can be used for other things and I think people love that. I love that element of self discovery like follow its design for this, but did you know that--

-Yeah.

-And it was really awesome to see that really take off and it was terrific. Katy and I go way back. We were through few different lines together. We actually attended the same art school.

-Oh wow.

-We were both from the same, yeah, we're both from the Purchase College and we were, you know, in terms of like similar social circle, but never really connected and then at the lines that worked at, it was how interesting thing that we served like 2 shifts and then I-- and when we have some face time

and you know, just to serve like crap the ice with her, and it was Katie, that such a pretty name, it's the trek with Patricia,

-Uh huh.

-and she cracked out and didn't really close ever since. So, the first color we created was called Patricia. It was a bright purple of tar for Katie for the Diego Binetti, it was then I believe in 2009. His 2009 spring collection, had all these pretty rich purple and was like magenta tans in a fabric and Katie created the look that need like real purple leaf.

and you know, we've been talking about, you know, the tar and hope we're gonna do it and it showed that day at the show that will possibly, you know, Patricia lip tarred try out and everyone clicked. Everyone just clicked. So yes, Patricia was the first. Tarred and feathered came, second that we knew it was definitely being a product that would be next and then some of the colors that are not so are top colors NSFW, the true red, and tangerine and evolved from there.

-So, how your company thinks and you have like hoochie. I have a like-- I was in the. I was teaching yesterday and what happened to show and like, are you ready with tar? Do you have any tar? Hoocchie, like that [unk] color.

-Yes, some of new colors were like--

-We definitely want like, you know, I mean, there enough like tar like nude lipsticks on the market and there are enough like bone eyeshadows and whatever like. To me, what's really exciting is like the new color and like they are really like thinking you are not the same and have that. So anime and hoochie are definitely 2 colors that you can, you know,

you can pick them out and photograph, you can go wearing them because, you know, they are exciting to have

-and been too--

-[unk]

-My favorite.

-And you know, we short of want-- we got the name of company itself Obsessive Compulsive Cosmetics, you know we hope portraying a certain element at this time with humor about makeup and it's like I love that you said that we're not an intimidating line and that's definitely like part of our mission stay in a different mode, going through cosmetics encountered by makeup can be intimidating and serious, you know.

We're talking about something very personal.

-Uh huh.

-We're talking about the way you look, and we just want people to come to, you know, wherever we are, whether in free trial, or our you know, our show room, and our office in Manhattan or any of the stores that carry us and just, you know, feel comfortable and relaxed in terms by [unk], you know, like some of you think that it's like playing with colors, really exciting, and you know, goes back to childhood with finger paint and stuff

-Exactly.

-and we wanna return that like element of fun to makeup, so just like the name

is sort chippie, the name of the company. We, you know, I mean, we can call a lipstick, very rich in color and like, you know, balm for princess or even just like things that have like a real personality. We trying to break that mode and just like have fun with it. You know, you don't wear makeup because you feel you have to because you're scared to go out of the house without it. You don't like the way you look. You wear them because it's awesome and it's fun and it makes you feel good about yourself, you know, like everyone like everyone is beautiful, everyone has their own special unique features and let's celebrate that.

Let's not, you know, neutralize and see how we make you just like everybody else. No, how do we look-- make you look like best version of you and make you feel super confident

-Right, right, yeah, I love the name or some fun.

-Thank you.

-It's like-- I would like if you please say the names because how you could just say hoochie without saying [unk].

-Yeah

-because keeping on their own, you know, and when you see like that bright magenta, like a person, you're like, oh I don't wear that, you know, I look like a hooker.

-Or think you are a ghost [unk].

-Yeah

-And it's like, like I think I mean like

When people connect with is that we say what everyone else is thinking. You what I mean, instead of

-of the red.

-[unk] totally, like instead of making sure like how mean she's were

-Uh huh.

-like a-- so with all, you know, can we just like say like I said hoochie.

-Grandma.

-Yeah. It sounds like as your grandma's lipstick, but it's awesome on its own, so yeah.

-and in pageant, you know,

-yeah, it's like a beauty queen.

-yeah, exactly, exactly.

-I know, I think, while I was wearing it, the other day.

-Yeah.

-Yesterday, and then no shadows like hoochie.

The girl got-- so tell me about that, so you start or at just in makeup show or talk show, 3 years ago.

-Yeah, years ago.

-And you meet Lauren, who known my name.

-Yeah, we meet Lauren Shurney aka Queen of Blending on Youtube and she actually just came to our booth like a regular customer and purchased the makeup herself, you know, in all honesty like I was aware of what was going in the blogging sphere, but I was to a point where I like I could spot people together who purchased and you know I saw her and I'm like what a cute girl

like who had makeup on, and she actually came to the booth that she is on Maxine [unk] artist back then and she, you know, sort of drew her and when she found the lip tars, and she bought some, [unk] they we're back in our office just in New York when your sales on website come in, we get emails and like feel better like pop on the screen on sale, and we're used to like a certain case tars throughout the day, and one day was like things

and we're like what is going on, so we checked the back and the website is we can see where our [unk] and we saw her video and there, you know, she was like with our products putting it on and demoing and showing to people what it was like the because you know-- I mean first of all what a valuable service you guys provided with like all the, you know, beauty bloggers out there. It's really hard to represent color on camera without seeing it in all the different angles and seeing it on skin, whatever. So, I mean, printed out for a better like commercial, so to speak

like she really portray the product and all its entirety like everything was reasonably capable and so we immediately reach out for her, so grateful and like so thankful and open up a huge, you know, growth for us, and you know personally, I'm not personal at all, I couldn't be more excited about the way the internet has helped grow since it is number one when it comes to reaching our line. In spare time, I play video games and like- that's my life, other life and like I definitely always better [unk]

like a driven person and act things. What the internet does, I think, what Shurney does is really acts as filter because you are getting really honest endorsements or non endorsements from people you don't know, you know, I mean I think the consumer is much more educated than were 10 years ago, you know, like, I think, you know everyone knows that when I open up a magazine, it's like you know for, you know, celebrities, a lot, you know, nudes, just I think everyone knows at this point that that's both advertising space, so I think really,

The most valuable tool for the consumer is to out there to the product they are interested in Google and see what, you know, the founders had because you're honest.

-Yeah.

-I definitely think some bad reviews about the brands and it's awesome like more power to you because that will help [unk] and any you seen any feedback about how recently like okay what they said, you know, and it's fun now being in control of my own company because there's the other line really of which like how do we defend. How do we say, well, no it's not. It is the same like it's no

It it's problem, let's fix it.

-Yeah.

-These are the people who wanna know, so it's been amazing and, you know, Lauren really spread the word for us.

-I love that video like ride away yourself.

-Yes.

-What's something new, I don't have it.

-Yeah.

-and I knew you have a relationship with Katie

-Yes.

-From one of the other companies that she worked with

-and you started using our product and there's so many people and like if I sit there and just name all the bloggers, they've been so kind to us [unk] Monday has been amazing. XSparkage does amazing stuff us

and a thousand others in terms for getting started. I love you all. That was my [unk]

-Yeah.

-But it just better means and it's really been. It's such a reciprocal relationship as we love to support you guys with product and we love to see what you can do there and creative with us and in turn you're helping us to grow and you're helping to really control the direction of an opening, so it's unexpected and wonderful.

-It's great like I remember being very bold when you say that

I think you're one of the first brands that just got it. You understood the power of bloggers and video artists, and support video artists

-Yeah.

-And like you just really, I guess, that's reciprocated, you know,

-Yeah.

-which is so great, I mean we're thankful too that you will understand that what we can do for you and you can do for us and it's growing like people catching on and companies are slowly like trying to figure out any price been there, but on 3 years, can you tell like

from a brand perspective, you know, like how you feel about the blogging like this, we can talk about with just like from a brand perspective, you know, because I don't think like advertise, right. There's like some advertising--

-Yeah, we barely advertise. We put advertisement from professionals and locations like on makeup and Make-up Artist Magazine been wonderful to us and that's a wonderful opportunity because Make-up Artist Magazine circulation is in brands notable in America

and we recently have the back cover our lip color as this is an amazing opportunity for people to see it, but you know print media is in a different place than it was 10 years ago and really, you know, anybody, who wants to know anything maybe, you know, Google. Google will find everything for you. So, from a brand perspective, I think that's really where anyone should be focusing, you know, what always amazes me is from, you know, the bloggers are like no other company as this generous and some like really-- like I can't imagine

not seeing the benefit and supporting other artist and really like. I can't imagine being too to promote the product, you know, like you say, get your product out there, I mean like, not to be too--, not involved with it, but if a small indie company like us kind of afford it like the big company really should get in board, but I'm happy they are not, but it's, you know, it's a really wonderful way to feel and test the product if nothing else.

It's a really wonderful way to get feed back and it's the most honest way to get your product recognized or not, you know, they are easy now. I mean, the duplicity in this business where it, you know, you can think, you can sink rather thousands dollars into an advertisement for not so stellar product, and you can get spoke about it, but you know, honestly I wouldn't sleep well at night if we were that kind of brand like I love that we're known for quality.

-Yeah.

-You really-- and you can't ask for a better level of success that being-- you know, how people telling you

this is the best airbrushing, this is the best lip product I've ever tried, best nail polish, like that. That's amazing. You know, that's so much more valuable than to say like I saw, you know, this celebrity wearing it, you know, like it works and that's what it should do.

-What would say would like the number one fun product or like colorize to social media like maybe someone tweeted or something else a number stuff with you. Could you think of anything that's like, oh yeah--

-O really, yeah.

We have beauty blogger artist to work with the [unk]. her name is Jean [unk] and she comes to like which better stuff and she actually did a beauty segment [unk] about our lip tars and I think that was the most mainstream exposure and we worked out it happens to be a time when we were doing a holiday bundle where we had all our top sellers and all of our primary mixing colors and we just do bigger leap.

You could not keep them on the shelves-

-Yeah.

-So, it's really- You never know who the people that you're interfacing with like where they will end up, you know-

-Yeah.

-Today's Students is Tomorrow's Teachers.

-Yeah.

-So it's, you know, really you gotta go out there and be grateful, you know. That said, We do get a lot of request that we can. Always accommodate-

-Yeah.

-just you know-

-Yeah.

-We are business, and we- you know, we gonna make money somewhere-

-Yeah.

-But, you can be selective and then you can have a brown-like look and say, "You know, this person, you know, maybe they only have a couple of hundred followers, but "Wow! they're so talented-

-Uh huh.

-and this person is gonna be someone.

-Yeah.

-And we definitely front product to people like that, and they blossomed into like huge relationships for us-

-Yeah.

-Like, you know, they're not all gonna end up on today show. They're not all gonna be pursebuzz. But, you know, we really like to facilitate the birth of artist on any level however possible.

-I think that's so great. Another thing that I really personally fascinated with is like product development, I wish Katie was here, but-

-Yeah.

-like how early in advance do you have a product like Beta which I love. Now, that's Beta.

And, you know, I put them on. I do that in my video. I was like-

-Yeah, yeah, yeah.

-"This is green and like." So how early in advance do you plan and create these colors?

-We're really synced up-

-Right, you know, this.

-[unk] everything, right?

-Alright.

-We're really synced up with the fashion calendars-

-Uh huh.

-We've been really lucky being based in New York. We really do. I wish I got to participate in New York Fashion Week. So many of the colors that we create really are on the fly for these designers, just like [unk]. It was for the Diego Binetti show.

-Uh huh.

-You know, sometimes we'll be trying out different colors like and we can't find the perfect red, so we end up mixing it-

-Uh huh.

-you know, from the primarys and from other Lip Tars that we have. And if it's awesome and there's a good reaction, it goes right into the line-

-Uh huh.

-And it's, you know, it's perfect because just like the designers are starting to plan their Spring Collection--

-Uh huh.

-you know, and fall and then fall collection and spring-

-Uh huh.

-we're getting the opportunities to do the same, so we're right on, you know, the tip of the trend.

You know, not only are we aware that we certainly have to be creative-

-Yeah.

-of course with such an indie little company.

-Yeah.

-I think it's an honor. It's a huge honor, and it's, you know, it's just because Katie and I are working makeup artist-

-Uh huh.

-because we, you know, we still get out there and we still work in the industry. We know what's going on.

-I don't know how you guys do it.

-We don't sleep.

-Oh, great. I feel like every show-

-Yeah.

-then you're like, "Hey, I'm coming over here now." And you know what, this past month for me, I was like in London and then L.A., San Francisco-

-Yeah.

-back in L.A. I'm like, "I'm pooped."

-Totally! Totally! I tell people this all the time and I think they think I'm joking when I started my company I completely forgot that I've been going to trade shows for the rest of my life. It literally didn't dawn on me-

-Yeah.

-until like months and- and I was sitting around with my business partner Jay Factor-

-Uh huh.

-and he was like, you know- eventually we're gonna start taking the stuff on the road, going to all the trade show-

-Uh huh.

-And I was like, "Alright." And I have done that from other- for other companies-

-Yeah.

-So I probably should have been aware of that. Yeah. I enjoyed it.

It's a great opportunity to like connect with people in different cities. You know, like the internet is a great unifier and we're really- you know, we're talking to people all over the world-

-Uh huh.

-constantly, but getting face time with this people is incredible. But in terms of, you know, people always asking like, "How do I this? How do I start along?" and I say, "You know, just be prepared to lose any semblance of a social life." Has very accommodating, wonderful, you know-

-Yeah.

-spouses and family who understand that you're life is gonna be sucked in to this.

-Yeah.

-And, you know, be prepared to just travel and to meet people and, you know, just go out there and do it, you know. It's like I see a lot of lines that sort of just like, you know, grow up aside and like open for business and then, you know, wonder why no one's coming to them-

-Yeah.

-like you really have to get out there.

-Yeah.

-It is really- It's an important part of it. And, you know, luckily, I love it. I like meeting new people.

-Yeah.

-It's really exciting, you know.

-Yeah.

-It's hard this trade show, there's so many people that I wanna have longer conversations with-

-Yeah.

-Then, there's somebody's who's just like, "I just wanna buy one nail polish." But it's- you know, it's a balancing act-

-Yeah. Yeah.

-but it's worthwhile.

-Well, that's great advice, you know, like, I don't [unk] but that's just every makeup lover's dream.

-Yeah sure. But, you know, what's awesome- what's really cool is like those old school days of like competitors, like, you know, like warring factions--

-Uh huh.

-you know, when these shows are over, we'll sit down and have a drink-

-Yeah.

-with like TEMPTU-

-Yeah, we're all in the bar.

-Yeah. It is, you know, like those [unk]-

-Yeah.

-I'm going to be realistic like, "Look, we're all on the same business and, you know, you're interested in the same customer as we're interested in, but this doesn't have to be unfriendly.

-Yeah.

-This doesn't have to be a tense situation.

-Yeah. And these are family you're traveling everywhere together-

-I see most of these people more than I see members of my own family.

-Yeah.

-So, it's like, you know, if there's no point in being a standoff. And if someone's like, "Hey! I wanna start my own line," it's great.

-Yeah.

-I'm gonna give them all the information.

-Yeah.

-That they need because you know what, it's out there. You know, I think a trade secret is like this amalgamous thing-

-There's Google, right?

-Yeah, totally! Like lifting their own words, so like we can either like seeing each other, you know, 12 times a year and not talk-

-Yeah.

-or you can just be cool about it.

-Yeah.

-I'm like, you know- I just maybe- maybe I'm being a little naive or overprotective-

-Yeah.

-but I definitely been like, and this is where we get our tubes and this is so you like-

-Yeah.

-You know, it's out there anyway. I'd rather build bridges-

-Yeah.

-It so great this week. I got relationship with other companies, you know, we'll be like the Kissable Couture, AJ Crimson's line, seriously like it's so great over Lip Tar-

-Yeah.

-You should try that and Arman Beauty, [unk] brand like is another thing that we're constantly recommending which is on top of it, it's great.

-Yeah.

-And like, you know-

-Then, Yaby cosmetics. You're out there and like-

-Oh my god!

-You guys are always next to each other.

-It is from Yaby. It is like-

-Yeah.

-And you [unk]. You should talk to her about having the treatment because her schedule rivals our own and like- I love her like what I do is like, please, whatever, this next 3 quarters-

-Yeah.

-Our lines work great together. You know, I think people really appreciate that honesty, you know, like there are brands who really try to sell you the whole kit and could be like, you know, your whole kit has to be X brand, your whole kit has to be Y brand.

And [unk], you know, go into any makeup artist kit.

-Yeah.

-You know, and if you see someone who has one line of product that's exclusively there-

-Yeah.

-they are probably, you know, paid by that company-

-Yeah.

-to carry around. You know, there are so many other brands in my kit too and I'm happy to tell people what they are and they're typically Yaby all the time-

-Yeah.

-Where it's like our loose colors work well. It looks so well over cream colors-

-You can see there palette. They're all over there and you're like- and she's like I'm sold out.

-Yeah, totally! Totally!

-I like that.

-But it's- like, you know, and let's build that sort of honesty-

-Yeah.

-and let's build those relationships like, you know, you can pretend that business is really like one way and people buy a whole kit from one line and that's that or you can acknowledge it and that gain efforts and trust, and, you know, like, they see you're being honest-

-Yeah.

-So, you know, truth in advertising-

-Yeah. Yeah, right? What? Yeah, I definitely.

-It is really is same thing, being honest with the consumers-

-Yeah.

-Mostly, you know, it works out.

-You feel sorry, you know. That's so great.

-Thank you.

-So let's talk about the future-

-Okay.

-And you're at Fashion Week.

-Yeah.

-I had the opportunity to take pictures in the stage and like all these great stuff. So you mentioned a tinted moisturizers-

-Yeah.

-So tell me when it's coming out-

-Yeah, totally.

-'cause that like, Yes. Like I wanna hear about that.

-Totally! Yeah, No. You've been absolutely wonderful with teaching people that they can use airbrush by hand, but I think some people still like just the idea of airbrush is intimidating. So we wanted a more consumer friendly option in the line too. And it was really easy for me because when I do an airbrush, tinted moisturizer was all I would use-

-Yeah.

-because a good tinted moisturizer should really do the same thing without an airbrush, but that it should provide really good coverage-

-Uh huh.

-with a minimum product buildup. And I kinda had a lot of the- you know, you have heard, some have more coverage than others, but by and large, they tend to be more sheer.

-Uh huh.

-So what we sought out to create was a tinted moisturizer with really decent coverage and-

-Yes.

-Ours really does have that.

-That looks fantastic.

-Thank you so much.

-I thought they were airbrush and you said, I don't do airbrush.

-Yeah. [unk] trend of the beauty blender, so-

-Yeah.

-I don't think it would work with our foundation, the part but I was really excited to give him like a more traditional foundation product to try a bit and he flipped about it-

-Yeah.

-In other shows, we did best. This year, we did quite a few, and we were really using, I would say, the airbrush products at an equal level with the tinted moisturizer, you know, and they do go well together. You can sort of lay down that initial coverage and then do like an airbrush blush for that-

-Yeah.

-for like an airbrush highlight. I think it worked really well together.

-Uh huh.

-And I've just always been a fan of tinted moisturizer.

We've been working really hard like this is something that we have development for probably like 4 or 5 years-

-Yeah.

-And, you know, again, I didn't name the company arbitrary like-

-Yeah. Yeah.

-It has to be perfect before I get it out there-

-Yeah.

-And you definitely like play with the formula a lot and, you know, we're just never satisfied until it's amazing. People are always like, "When are you coming out with mascara? When are you gonna come up with liners?" and my answer is always like, "When it can be the best."

-Yeah.

-'Cause I think, you know, Lip Tar and OCC Skin really raise the bar-

-Yeah.

-because, you know, I'm proud to say, I think they really are the best products out there, so I don't wanna just have a mascara-

-Yeah.

-I wanna have the best mascara-

-Yeah.

-And I think we really do have-

-Great.

-the best tinted moisturizer now.

-Each don't have a lot of use, but each and every single one on your item is fantastic.

-Thank you.

-Like the nail polish, the matte Flatline. I love the name Flatline. I was like, everything is Flatline.

-Yeah.

-So, it's like every little thing, I mean, that one should get more press.

-Yeah, it did.

-That one, you're talking about that one.

-Well, what's awesome is that Lip Tar really,

like Lip Tar is what brings people into the line, and then you discover that everything else is like, you know, just as good-

-Uh huh.

-And it's an awesome opportunity of us, yeah. The nail lacquer, you know, we're not gonna be an [unk], we're not gonna be, you know, in every drug store with that, we're not trying to be. What we're trying to do is I found myself in many situations where I'd be booked on job and they wouldn't booked a manicurist and they do expect a makeup person, you know. Some clients have very high-

-Yes.

-expectations of the makeup artist.

And, you know, there have been many jobs where it's like and I need you to paint her nails and I'm like- so I always have like a little small kit-

-Uh huh.

-of like either like very basic neutrals-

-Uh huh.

-which we now have are really cool, really funky colors-

-Uh huh.

-that you can find everywhere else, so it's really a nail polish for makeup artist.

-Yeah.

-So, it's nail polish for the editorial manicurist to like, you know, last minute after the girls are dressed, makeup and hair done-

-Yeah.

-they need to quickly get like a really impactful color on. That's what our nail polish does and it dries so fast.

-Yeah.

-And it's really good like, you know, if I didn't say so.

-Yeah.

-It stays on like it does everything a nail polish should

-Yeah.

-So-

-I know-

-We're really proud it.

-You told me that you had a unique color one like it glows in black light, I'm like, "I need that."

-Yeah.

-I really love that. I used a Rave like a Rave themselves so-

-Yeah.

-How cool was that like?

-I did probably. Yeah, some of the earlier ones when you were a bit, yeah like raves were my thing, too.

-So-

-When I see that neon, I was like "[unk]"

-Yeah, so I have to check those out 'cause I know you're in Toronto. I think you didn't bring them.

-Yeah.

-So I really wanna see those and I'm excited-

-Yeah, for sure.

-Black light, you know.

-Yeah, we always try to play around trends with that.

-'Cause that so nice.

-Yeah. Totally! And we also gonna try to reinvent the wheel like they are great like neon colors out there and so we did either colors that you didn't see everywhere or we did like sheer neons-

-Yeah.

-which no one else has been doing. Like we did a really sheer neon blue called RX which has a matching Lip Tar color. We do a lot of that-

-I like that. Yeah.

-another color in the line. An RX, the deal with that was to get in on that neon trend, but in sort of a cool, more wearable way-

-Yeah.

-You know, like it's really interesting so like a wash of neon. It's like things you don't think about-

-Yeah.

-You know, that we like to do.

-Well, we talked so much about Lip Tars-

-Uh huh.

-And like, I've heard somebody says like- and then it was like all over the place and it's like-

-It's so funny.

-So- I was- I'm gonna interrupt, sorry.

-No, no, no.

-So let's show that like-

-Yes, yeah. I definitely want the people to see the right way to use Lip Tars-

-Yeah.

-'Cause I think, you know, part of it is totally understandable. It's packaged in very traditional looking gloss things so people apply it like gloss, not knowing that you need just a tiniest little drop of it.

-Yeah.

-To get complete opaque coverage-

-Yeah.

-So, it's like, you know, we have people been like, "Oh, Lip Tars bleeds everywhere."

-Yeah.

-Show us how you put it on and then like squeeze it on and then they look like, you know, Heath Ledger in Batman, like-

-Yeah.

-It will go out to here.

-Yeah.

-Lip Tar is really like- we still don't have like the perfect way to describe it, but it's really like an oil paint for your lips.

-Uh huh.

-That doesn't sound very comfortable. It is very comfortable on the lips.

-Yeah.

-but really it goes on that dense like.

-I'm like I wipe my lipstick off 'cause I wanna put on some on.

-Right.

-Let's do it.

-Yeah. I can't wait to put some on you. So the trick is just use tiniest little bead of it, what you would use for a normal lipgloss application would be enough to paint your whole face. No joke. We're not just being like, "Blah, blah, blah, [unk]. Our product is so good.

-Buy one too. It's the whole body, it's like-

-Literally.

-You told me that.

-It's true. Yeah. One tube will paint a whole body, so it's, you know, sometimes we're like, "Oh, but the tube's so small," I'm like, "In your lifetime.

-Yeah.

-If you wear this everyday, you would never go through the whole thing. You know, you can blow the remainder here.

[unk].

-Seriously-

-Why don't we go over?

-let's do that. Okay.

-So, we've got a new Lo-Fi collection here which is our reaction to HD, instead of focusing on like the fine details and flaws in the skin, we're focusing on color like let's go real Lo-Fi with this, let's just- it's a bright beautiful color on the lips. For the eyes, really make a strong color statement. So the color from the line that I'm gonna pick is called Reverb. It's actually like a blood red like it's a more yellow based red. But what I'm gonna do to make it sort of fun is I'm gonna mix it with Lo-Fi,

a color in the line called Lo-Fi also and it's a mint green which I think, you know, people are gonna immediately terrified when they see. And, yeah, you can totally wear it for like a really editorial effect. But, it's also terrific for-

-See if we can get that on camera. They'd be missing it.

-is mixing. Color theory is definitely a makeup artist's best friend learning how to mix colors and what the effect that those colors have-

what those colors have when mixed together. So, green, we know neutralizes red. So we're actually gonna create a more wearable color if you're too timid-

-It's gorgeous.

-for. Isn't that great? If you're too timid to go out with like that really bold red lip. It's really interesting with adding a little bit of green to it will do. It will really neutralize out a little bit and, now, we just got like a beautiful strong peach from those two.

I really encouraged people to play around with color like take a day just to mix different colors and see what happens. The result will not always be beautiful and remember that if you add too many colors together, you will arrive at gray. But something like this is really unexpected, but look at what a pretty, you know, wearable color we've created out of those two. So let's take it on,

-Right.

-I picked this color combo because of the green that you have on your eyes. I thought that we paired it up with a nice peachy sort of color, it would be beautiful.

I don't know if you guys notice from the amount that I mixed, exactly how much is on the brush like it's barely what's coating it and this is gonna be enough to do the whole lip. And the brush that I'm using to apply is actually one of ours. It is our #9 angle brush and I think application-wise people are definitely more used to seeing this type of brush you use for eyeliner or to fill in eyebrows. But what we love it for is applying Lip Tar because she can really get, as you can see, into the corners of the lip,

and it really almost acts as a lip liner for you. Lip Tar is definitely paired really well with lip liner. It will definitely prevent any sort of feathering or bleeding just like it would with any other lipstick or gloss formula, but I find really that if you just apply it with a good angle brush like this, we're able to get a little more control than you were with traditional lipstick formulas [unk],

and with traditional lip brushes. They really more- lip brushes tends to be sort of long and rectangular. This really gets in to the bow of the lip as you can see and it really allows you to be extremely precise with the application. And I'm just gonna get into the outer corner here. Don't forget the corners of our lips when you're applying any lip product. I see that a lot where they're just sort of like gaps.

-Uh huh.

-Like it's really good to just trace the whole outline of the mouth.

And as you notice, I'm working- I'm working from the center of the lip and feathering it out towards the lip line so that the strong colors near the center of the mouth and it just sort of fades to the edges, blot one more time for me, then now you got perfect lips on.

-That's exactly how I used too with the angle brush.

-Great. Yeah.

-So the [unk] like you see him going 'cause you keep its bow-

-Totally!

-defined.

-Yeah and people-

-Good to know, right?

-And people keep asking like, "When we're gonna do a lip brush?" We have a lip brush and then it's the angle brush

and you can really go in and perfect it and really get right up to the edge of the lip line. I am not a big lip liner person. I'm not- you know, I don't- if I use a lip liner, it's gotta match the color identically. I hate when you actually see that lip liner.

-Wow.

-I think it's just, you know, from-

-It's pretty.

-doing makeup in the 90s, whatever. I missed doing like Oreo lip we called it where it's darker on the outside and white on the inside, so I'm like scarred from that. So like I try not to use lip liner and this brush actually really helps me do that.

-Beautiful.

So you used-

-I used those 2 together and we created like a beautiful peach color. So, you know- as you see I really want you guys play with color and we really want you guys to just come up with your own combinations and let us know how you're using it and, you know, in turn, that inspires us to create more beautiful colors.

-Let's talk about this new launch here.

-Absolutely.

-Okay.

-Can you go over the colors?

-Sure. I mean, first of all, we're so proud to have as a model for the collection,

Jamie Clayton, who is a actress, model, and makeup artist herself. She's a real renaissance woman. I encourage you to learn more about her on her website, jamieclayton.net. You can find them in her website, on ours. She truly personifies the brand. She's just a multitalented person, and as you can see in this image, she's applying actually Reverb, the red tone that I mixed for your lips directly out of the tube, you can see there, which you can do too carefully.

And on her eyes, she's actually got a combination of the top 3 newest colors. Distortion is a color that we're really proud of. It's a dark, almost like black navy but it has so many subtle nuances in it. If you really blend it in- if you really blend it in to the skin, you start to see more of the subtle blue and green reflections that come out in it. There's a real navy base.

But it's a little bit more of a complex color than that.

-Look at that.

-And we got- Have a lot of dark smoky colors. That's really interesting, and she's got that sort of reaming the eye. On the eyelid, is a mix of Bitmap which is a really cool green. I'm always- my whole standard of excellence is always like, "Let's make a new color new." It's just to me sort of frustrating when browns like come out with a new color and it's things you've seen everywhere.

-Uh huh.

-This is a green that I think is really sort of, you know, not seen at a lot of their minds.

I think it's a color that is really exclusively OCCs. This is somewhere between that sort of like gold, green that you see at other launch. But it's got like this really, like brassy sort of undertone. We are also really proud of this color. This is a new gold for us and it's like a true old gold. We call it Flawed.

And to me, I think the cosmetics industry usually tends to define gold in a very light yellow-

-Uh huh.

-way, and I think this is definitely more like a true gold color. And then, we've got the more wearable loose colors towards the bottom. We got a color called Artifact which is like a deep bronze with a bit of a reddish tone to it. And then, we've got a really interesting color called, let me check the name, it's called Noise actually.

-Oh yeah, that's one I couldn't pronounce 'cause like-

-Yeah, you know, that odd label, but yeah we have a couple of here. Like it [unk].

-Yeah, yeah.

-We were like, "What?" That was Noise.

-They're like he says he's in the country or something and I'm like, [unk]

-That's so funny. But Noise is a great color because-

-This looks nice.

-Yup.

-This is like a really flesh pink with a blue overlay. This mixed in-

-Oh, yeah.

-to our clear Lip Tar is amazing on the lips, also on darker skin as like a blush. It's incredible. And then a color that I've been obsessed with forever and been trying to get rate forever is Hum. This is also a great color for women of color.

It is peachy with a pink overlay to it, and it's beautiful like it can be really strong on darker skin. On lighter skin, it's more of like a color wash but it's a really versatile color again, something that's terrific on the lips.

-So are these permanent?

-These are all permanent additions to the range. We rarely discontinue colors 'cause we know how frustrating that can be, the only time I'll ever do that is if we come up with a color that we think is an improvement and twosome to something else on the line. But because we do manufacture all of our own products, there's never a color that we'll be gone for good.

Like we can always actually do like a small batch like if someone misses a color terribly. We can create it for them again and we do have colors in our showroom in New York that you might not find anywhere else. We do this certain colors specifically for designers that don't necessarily make it into the collection. So if we do stuff, I assure you can obviously see those and, you know, right now we're thinking that these are all gonna be permanent additions because they have been received so well here at the show. The test screen, it's sort of a mess. It's definitely triggering miles of...

I guess that shows that it's been popular, so.

-So, for somebody who's watching this video and they wanna order something, what would you say the 5 products and colors you'd recommend?

-I would say start with our primer. This is spectacular. It's a great foundation primer if you're airbrushing or if you're just doing credential makeup application. Lip Tar and either Hush, Memento, or Grandma, I think are the three most wearable. They're more on the neutral side. Grandma is a surprisingly universally flattering shade if you're into reds.

Maybe that other Lip Tar would be NSFW because it's true red. It's not too red or- I'm sorry, not too blue or too yellow right in the middle, so one of those Lip Tars for sure. I would get our latest color in smoke which is a perfect sort of dark, taupe smoky eye color. I would get an airbrush foundation that matches the hue so you can try it on yourself and then hopefully starts spraying it on others or applying it by hand on others. And one of our brushes, our brushes are spectacular.

We worked really hard on those. As far as synthetics go, they're the softest you'll ever fine. It was important for us to fine synthetic brushes obviously 'cause we're vegan and cruelty free, so using animal hair in our brushes is something not an option. My 2 favorites are the angled shader and our concealer brusher really uniquely shaped brushes that you won't find at any other-

-Also, where can they find the product we'd been talking about?

-You can find this online at occmakeup.com. We're always open. Here in New York, you can buy this at professional makeup stores like Alcone and Wonderland.

If you're here in L.A., you can go to Nigel or Cinema Secrets, and you can find this at professional makeup stores near you.

-And international?

-International, we're a totally international brand. We are in the UK. You can buy this in Austria. We got a distributor in Amsterdam. We're all over. Go to our website and click on contact and you'll see a full list. You can find us all over the world, Australia, Malaysia, Philippines. We're everywhere.

-We'll thanks again and we'll see you-

-Thank you.

-next for tinted moisturizers.

-Yes. Yeah.

-So, we'll be looking forward to that.

-There you go.

-Bye guys.

-Bye. Thank you so much.