When you think of Madewell, you probably think of high-quality clothing and accessories. You wouldn't be wrong, but you'd be painting an incomplete picture of the store's offerings. Because as of today, you should start thinking beauty, too, since Madewell's newest venture has launched in-store and online. Introducing Beauty Cabinet, a collection of natural haircare, makeup, and skincare products curated with the intention of efficacy and effortlessness in mind.
Says Madewell's head designer, Joyce Lee, "The selection is focused around skincare because we feel that taking care of your skin is where beauty starts. We prefer a natural look as opposed to lots of makeup. You'll notice that the women we shoot have an understated and natural beauty look. As far as the makeup, we wanted to offer products that were versatile, we didn't want it them to be too complex or tricky, just the things you can rely on day in and day out to enhance your natural beauty."
Madewell's foray into the world of beauty isn't random; in fact, the curation process began over a year ago, when the team started to source the very same beauty products that are a part of the current collection. "We're a team of a lot of women—we all talk about products and what we use in our routines, and it sort of organically turned into what we should offer our customers," Lee tells us. "That organic development of the selection and emphasis on daily products is what sets us apart from other brands." Which is also why they named their selection Beauty Cabinet: It functions as a resource for one-stop beauty that will meld into your routine like it did with the routines of the Madewell team members. It's cozy, welcoming beauty at its finest.
Every beauty product Madewell offers is simple, effective, and easy to use, thanks to the real-life recommendations of the women on the team. "Our goal is to offer our customers items that inspire them and fit seamlessly in their daily life," Lee says. "Beauty Cabinet is a natural extension of the clothes we offer and gives us an opportunity to bring our point of view to a new aspect of her daily routine. When curating the products we sourced recommendations from our team, asking them what their daily essentials were and what they couldn't live without." The brand then tested each and every product to ensure that Beauty Cabinet would be a "true reflection of team Madewell's tried-and-true picks."
Uncomplicated, chic, and effortless—kind of sounds like the entire Madewell brand in a nutshell, no? It's no surprise then, that the brand turned to amazing natural beauty brands like RMS, French Girl Organics, and Herbivore (all of which we're totally into here at Byrdie). Each of these brands produces products with a no-frills approach that are elegant in their simplicity. So here's your PSA: Madewell isn't just a destination for denim and dainty jewelry anymore. Now it's a place where you can pick up a few beauty essentials too.