James Charles—who broke into the beauty business as CoverGirl's first "Cover Boy"—has launched Painted by James Charles, a brand with innovative packaging.
"Create Paint" is the brand's signature product. The high-pigment makeup is in tubes resembling an artist's paint tube. The vivid colors are designed to mix and apply with a brush.
Beauty fans can use the "paint" as eyeliner, blush, or draw any type of design onto their face or body. Painted's website features photos of models sporting some of the creative theatrical makeup designs that can be achieved—alongside more toned-down looks appropriate for everyday, such as a dramatic smoky eye.
There are two sets, "Artist" and "Master." The sets include tubes that come packaged creatively—in a paint can.
Does the Packaging Make Application a Challenge?
Painted's POV is about encouraging users to experiment and express themselves by mixing colors and having fun with outrageous designs—but will applying makeup with a brush using pigments in a tube be too challenging for most consumers?
James Charles says no, in a video posted on the brand's site. He explains that anyone with any skill level can easily apply the makeup. He also created a few beauty tools to make application easier.
The Detail Brush Set includes six brushes made with art brush fibers, according to the product description, to allow users to easily create precise, sharp lines and detailed makeup looks.
The oversized sponge applicator that comes with the Artist's Set is larger than a typical sponge, as James Charles shows in the screenshot above, captured from his video. The sponge's extra-large size is designed to make it easy to blend colors quickly. He demonstrates how large the sponge is when wet, which looks huge alongside a dry one, as well as a smaller traditional sponge applicator.
