Realy

Low waste DIY make-up line

Realy was my senior thesis in college. The goal was to create a product and company that would solve a global issue. As someone who is passionate about preserving the environment I decided to tackle the plastic problem, specifically in the cosmetic industry.

Brand & market strategy

Product design

Brand design

UX & UI

Photography

Video editing

Motion graphics

Marketing campaign

Pain points

The plastic problem is a growing global issue. Single-use plastic contributes to overflowing landfills, contamination of our water and food, and affects the rapidness of climate change.

Instead of solving this problem straight on, I decided to focus on the makeup industry. The makeup industry is prone to using single-use plastic and with the rise of beauty influencers and social media, the makeup industry is creating an issue within the plastic problem.

The makeup industry also has been notorious for using ingredients that are not ethically sourced. Many popular brands have been linked to unfair wages and child labor it comes to sourcing their ingedients.

Solution

My solution to these problems was to create a completely biodegradable ethically sourced makeup line.

I built the framework of the company, a direct-to-consumer strategy. Having an online store aids a lower-waste lifestyle as items can be made to order + an online store is far more accessible to users across the globe.

Outside of environmental impact, transparency is the driving factor of the makeup line. Each ingredient is ethically sourced and users can view where and how their ingredients are made and gathered online.

The oath to transparency led to the brand name, Realy. “Eco-friendly and ethically sourced!? Realy.”

Mission

Realy aims to create waste-free makeup products made with fair trade ingredients. No harm to the planet or yourself!

Biodegradable packaging

Our delivery packaging is made of cornstarch, PLA (synthesized from corn), and PBAT (Polybutyrate Adipate Terephthalate). PLA (Polylactide) is a bio-based, biodegradable material made from renewable plant material (starches such as corn husks, rice straw, and wheat straw).

Packaging by Mushroom® Packaging is created from hemp and mycelium. We utilize mushroom packaging for shipping make-up jars. The packaging is thermally insulating, water-resistant, and composts in about 45 days.

Realy uses Sulapac® for all of its makeup jars and brushes. Founded in 2016 by two biochemists Sulapac® is fully biodegradable, free of microplastics, and free of BPA. Made from wood and biodegradable, plant-based binders Sulpac is compostable, organic, and all-natural

Realy also utilizes Bamboo materials in our packaging and makeup brushes. Bamboo is a natural resource that has durability exceeding that of traditional wood. It is fast-growing and can be ethically sourced. Bamboo can easily be reused and composted.

Business strategy

Direct to consumer

Realy is a personalized monthly subscription service utilizing the online market space as a D2C strategy.

The Realy journey begins by taking an onboarding quiz. The onboarding quiz asks questions regarding skin type, tone, and make-up to match the user’s personal style.

After taking the onboarding quiz Realy shares their top picks for the user in their “Realy kit”. The Realy Kit includes jars and makeup cases and tools created from Sulpac and bamboo, as well as make-up packets.

Product design

DIY Makeup?

Why DIY make-up? DIY make-up allows the consumer to have control over the shade, texture, and consistency of their product. Everyone has a different microbiome and skin tone shade. We want our consumers to have the best experience they can with makeup while keeping clear, glowing skin.

How to DIY: Realy sends powder and oil packets on a monthly basis. Follow the instructions listed on your packets, and viola you’ve got more make-up.

Ingredients: Our ingredients are all-natural, organic, ethically sourced, and fair trade. The goal is to have full transparency, you may view where your ingredients are sourced from on our website or mobile app.

Branding

Realy Online

App and website design

Onboarding Quiz

The Realy journey begins by taking an onboarding quiz. This quiz aids consumers in creating their perfect makeup kit giving them both product and color recommendations based on their answers. The two videos show a prototype and user walkthrough.

The quiz prompts a “perfect shade match” by utilizing AR technology to estimate the user’s skin tone. The user simply uploads a selfie, and the software does the rest. The remainder of the quiz asks users questions revolving around their makeup routine, personal style, as well as their color preferences. Users’ answers will result in makeup matched by their preferences creating their “Realy Kit”. The kit includes reusable, compostable containers, brushes, cleaner, and makeup powder/ oil packs which are used to create the makeup. The quiz will create a profile for the user allowing them to set up their first container purchase and pack subscription.