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New Beauty Brand: CULT Cosmetics

Posted Sep 05 2013 8:09am

I’m flying out to New York today for Fashion Week, which inspires ambivalence in your fair Jolie each year. I attended NYFW back in the day as a magazine editor, and loved the magic of sitting in the tents watching the models strut down the runway. (Half the fun was also trying to spot celebrities in the front row, as they are generally divided into two types: I Wear My Sunglasses at Night, and LOOK AT ME FOR THE LOVE OF GOD PLEASE PHOTOGRAPH ME GIVE ME ATTENTION GIMME GIMME.)



But while fashion shows are fun, backstage is not. This is where you stand awkwardly in a corner, get shoved around by scurrying assistants, and ask the makeup artist the same question she has already been asked 73 times about her inspiration. For a slightly-awkward, small-talk-avoiding, claustrophobic lass like moi, it is a glossy, delicious-smelling circle of hell.

The whole point of being at Fashion Week is to deconstruct the looks: to take the wackiness we see on the runway and then distill it into something wearable for you and me. I just discovered a brand that’s doing it beautifully for nails: CULT Cosmetics.


CULT Cosmetics  is a monthly subscription service designed to make those crazy editorial nails you see in magazines and on Pinterest easy and accessible. Each CULT Cosmetics BLACKBOX mailer contains 3+ full-sized nail polishes from amazing brands like Essie, OPI and China Glaze, a professional tool, and “how to” instructions on the zigs, the zags, the checks (what have you) for $19.95 a month. Plus, all the polishes are DBP, Formaldehyde and Toluene free, and not tested on animals.

CULT hosts  Facebook’s largest nail art community  and was recognized by  Fast Company  among the top 10 most innovative companies in style. On their website, they promise “No trials, no out-of-season overstock. No filler,” which I appreciate. It’s so annoying when you sign up for a monthly subscription service, only to realize that you’re paying for what are essentially free samples or discontinued product.


Myself? I’m not really a wacky nails girl–if Kate Middleton‘s not doing it and Grace Kelly wouldn’t have been caught dead in it, yo no soy interested–but I am impressed by innovation, creativity and business-savvy. CULT certainly seems to fit that bill.


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