Born in Italy, where having an espresso shot is a big part of the culture, industry veteran Chiara Cascella decided to launch in 2018 high quality yet non-toxic beauty essentials to the world called Espressoh.
Less is most definitely more when talking with Chiara; she was inspired by a cup of coffee that pretty much is essential, simple, powerful and very Italian! Now the idea of makeup with a bold Italian flair and bare-skin-with-a-bit-of-colour has officially launched in Australia, and Caviar Feeling chatted to Chiara about all things beauty, from her top 3 Espressoh makeup products to her approach to ethical production and more.
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Coffee is such an important aspect of our culture, but why did you want to incorporate this ingredient into your brand DNA?
There were two main reasons for us. The first and most important being that caffeine can be amazing for smoothing and brightening the skin yet it still isn’t widely used in cosmetics. Secondly, our brand is so inspired by the act of drinking an espresso coffee. We see our brand as being essential and strong and how you prepare for your day. Everything happens around an espresso in Italy and so marrying these two concepts together was how Espressoh was born!
Once you’d come up with the concept, how long did the brand development process take?
It took about a year from concept to having a first iteration of our product in hand! I spent about six months dedicated to product development and really nailing the formula for each product in our range to ensure they were exactly right.
Once I was happy with our product range I then spent an additional six months working on the brand identity and communications strategy. I really wanted to ensure that Espressoh was authentic to itself and was fresh and exciting.
What is your approach to beauty? Particular to makeup?
Personally, I have a very minimal approach to makeup in general which I think a lot of Italian women also feel. I really wanted Espressoh to reflect the fact that beauty is for everyone and every day and so it has to be flexible of everyone’s individual beauty routines.
For me, some days I wake up and I don’t want any makeup on my face and so just wear our Hey Brow Gel before heading out. A great brushed up brow can never go wrong!
Other days I do my full routine which includes primer, skin tint, ABC Concealer, Glassy Blush, Mascara Intenso and lipgloss or when I am feeling fun I add eyeliner, lipstick or eyeshadow!
Espressoh is also totally cruelty-free and vegan! Have there been challenges in prioritising ethical production?
I feel like we have been really lucky when it has come to our formulators. 60% of luxury beauty brands are manufactured in Italy where we produce all our products and so our suppliers are well adapted to the needs and wants of consumers which includes having a more conscious formulation.
Our formulations are so important to us so we knew from the get-go that we needed it to be cruelty free and vegan!
Top 3 Espressoh makeup products:
- Glassy
A never before seen jelly texture blush that reacts to the Ph of your ski for the perfect dewy finish. A little goes a long way! - ABC concealer (our best seller in Italy)
A light concealer with a dose of caffeine to hydrate, energise and give an extra radiant look. - Mascara Intenso
An extra volumising mascara that thickens lashes at the root to lengthen and curl
To wrap up, what is the best piece of business advice you would give to someone looking to start a beauty brand?
My best advice would be to ensure that you have a really clear vision of your brand and with every business decision you make, ensure it goes back to who that brand is at its core.
Consumers know when you are being authentic to the brand and what they identify with so stay true to yourself!
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