Clean Your Face With The Original Makeup Eraser®️
MakeUp Eraser, founded by Elexsis McCarthy in 2013, revolutionized makeup removal globally with its sustainable, influencer-backed approach.
Innovative Beginnings: The Original MakeUp Eraser was founded by Elexsis McCarthy in 2013. The idea for the product came when Elexsis, years before launching her brand, began using a robe she had received as a gift to remove her makeup with just water. Realizing she hadn't bought makeup removal products for years, she began cutting the robe into pieces and sharing them with family and friends. This discovery led to her developing a premium polyester material, gentle on the skin and effective in removing makeup, which became the foundation of the MakeUp Eraser we know today.
Growth Through Influencers: The brand saw a significant boost through influencer marketing. After its launch on Shopify, a YouTube video featuring the product garnered almost six million views. Elexsis recognized the value of influencer-generated content, not just for its reach but also for the quality of content, which was more affordable and accessible than in-house content production. This strategy proved so successful that the brand now uses influencer content for its landing pages, social media, paid ads, and in-store advertisements.
Retail Expansion and Use of Influencer Content: The influencer content was impressive enough that MakeUp Eraser repurposed it for in-store advertisements in major retailers like Sephora and Costco. This innovative approach not only underlines the effectiveness of their influencer partnerships but also showcases the versatility and wide appeal of their product.
Global Recognition and Sustainability Impact: Since its inception, the Original MakeUp Eraser has rapidly grown into one of the most influential international brands in the makeup removal market. Recognized as the "#1 sustainable makeup remover in the world," it's sold in some of the largest retailers globally. The brand's mission is changing the world by reducing the use of disposable makeup wipes.
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