Caley Cosmetics Announces the Launch of New Natural Makeup Brand

October 16, 2018

, is excited to announce the launch of a new natural makeup line. The brand is on a mission to make healthy makeup easy to choose. To make each application of lipstick feel like a momentary escape to paradise. To infuse a tropical essence into everyday makeup and celebrate the feeling of summer. Every product is formulated with a unique tropical botanical blend that gently exfoliates and deeply nourishes the skin for a luminous glow. Packed with antioxidants and richly moisturizing plant-based ingredients, Caley Cosmetics helps to maintain a youthful complexion with sun-kissed color. 

Clean Cosmetics Process: The Caley Cosmetics team worked diligently to ensure their formulas adhere to the strictest regulations and highest standards of clean in the beauty industry. Every product is formulated with a unique island blend of watermelon, pineapple, hibiscus, jasmine, mango, and papaya. All formula development and manufacturing are done in-house in a family owned and operated facility. The family has worked as a team to establish an operation equipped with powder pressing machines and pencil, gloss, and lipstick filling machines in anticipation of large volume and rapid growth. Being an entirely vertical business allows the brand to create new colors and formulas very quickly in order to satisfy the preferences of their consumer. It also ensures that all procedures are ethically responsible and environmentally friendly. Caley Cosmetics prides itself in being founded on transparency. 

About the Founders: Caley Cosmetics was founded by a mother-daughter team, Cindy Holland-Rodriguez and Annie Rodriguez who are second and third generations of women in the beauty industry. It started over sixty years ago when grandmother Sue Holland opened her doors to begin selling cosmetics. She knew the potential of a woman with confidence, her mission was to help empower each individual that came through her doors. Her life’s work was helping women look and feel their best, one makeover at a time. She passed along the unique message beauty brought to her—that’s taking the time to enjoy your routine, treat it like a ritual and watch everyday evolve into the extraordinary. Following in her mother’s footsteps, Cindy opened her own beauty boutiques several decades later. Cindy wanted to take her impact with cosmetics further and felt there was something missing in the brands that were offered. In the Spring of 2011, she decided to use her experience to create a brand that was fun while still delivering the effortless benefits that kept her mother looking twenty years younger. Annie went to FIDM and earned a degree in Product Development along with a B.S. in Business. She was living in Los Angeles working as a designer in the fashion industry when she saw Cindy developing a playful new line of makeup and moved back to join the team in 2015. It wasn’t until Cindy started began formulating that she became aware of the dangers lurking in conventional makeup. The team was committed to creating a collection of clean cosmetics so that women won’t have to sacrifice efficacy or enjoyment. This led to the establishment of their green beauty labs, where Cindy’s son runs the operations as production manager. Cindy and Annie test every clean cosmetic product endlessly until they can guarantee their cruelty-free makeup brand delivers healthy skincare benefits for optimal performance.

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