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From its makeup artistry roots, the beauty brand Stila has grown into a global go-to.
Founded in 1994 by industry veteran Jeanine Lobell, the company has evolved its product offering and messaging throughout the years to include the bestselling One Step Correct, Heaven’s Hue Highlighter and more.
But, after over 30 years of products, its approach to makeup that is both playful and high performance has stayed much the same.
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We caught up with Charlie Riddle, global beauty director for the brand, to learn more:
Q: For those who aren’t familiar, what is Stila?
A: Stila comes from the Swedish word ‘stil,’ which can mean ‘style’. It was founded in 1994 by a celebrity makeup artist and now, in 2024, is still very much an artistry brand. Our approach to makeup is very inviting and effortless, we encourage everyone to come and play.
Q: Who is the target customer?
A: Stila’s target customer is typically a modern, style-conscious individual. We appeal to a wide audience ranging from late teens to makeup lovers in their 30s and 40s.
Q: What has changed over the last 30 years of the brand?
A: We’ve done a lot of work on branding and marketing. There were elements of our heritage that were lost, and we are excited to bring back. For example, we returned to New York Fashion Week in Fall ’22 and have participated each season since. Our social-media and influencer strategy is much more relevant now, and we are excited to see our community grow and engage with Stila.
Q: And what has stayed the same?
A: Well, the Stila logo still has the exact same font as when it started which I think to this day is unique. The brand also has maintained a sense of whimsy and playfulness. For an artistry brand I think Stila has always felt more approachable and inviting. We aren’t gate-keeping beauty secrets we are sharing them.
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We continue to develop product innovation and formula’s that have artistry-level performance. Being cruelty-free and striving for conscious formulations remains a key pillar.
https://www.instagram.com/p/CandoadPpH7/
Q: Is there a ‘hero’ product from Stila?
A: I would say Stila is most known for Stay All Day, which is a pillar of the brand across many product categories. This means you can expect long wear and high performance with any product that has Stay All Day in the name.
And the eyeliner category, in general. Stila makes the best eyeliners, hands down. But the Stay All Day Liquid Eye Liner is truly unmatched. In fact, we are the No. 1 liquid eyeliner brand in the U.S. and Canada, according to Circana.
Q: Lastly, where can people check it out?
A: Shoppers Drug Mart, London Drugs and Amazon.ca.
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