senses with beautifying self-tanning treatments.”
Year Founded: 2014
Names to Know: Gretchen Auston Chevalier, CEO/founder;
Kelly McCall, brand manager
Major Products: Eco-chic, vegan-leather customizable palettes
and a full line of richly pigmented, high-quality refill products
Hero Products: The Palette, which allows the Ittse shopper to
personalize her own makeup collection. According to the firm,
the hero refill product of the moment is Ittse’s Illuminator in
Barbados, a high-pearl, golden-toned illuminating powder that
is reminiscent of the shimmering, pristine, Caribbean beaches
glinting the reflection of the setting sun.
Stocked at: www.ittsē.com
Newest Launch: Florentine Gold palette and The Light Fantastic
Curated Collection for holiday 2015. A festive blend of high-sparkles and sumptuous pearls, this celebratory collection makes
every look glimmer with excitement. This is a full-on-fête overflowing with deep-toned sparkles, go-to liners and soirée-wor-thy shimmers brimming with pop and panache.
Brand Story: Ittse is billed as a San Francisco-based brand that
is revolutionizing customizable cosmetics. According to founder
Chevalier, more than 15 years of developing product and direct-
ing manufacturing processes for luxury cosmetics brands gave her
a unique perspective of the beauty industry.
“In creating a new beauty
business, it was my
mission to respond
to a specific consumer
demand that I’d seen go
unanswered for years—
an extensive line of high-
quality, yet affordable color
cosmetics that are completely
customizable,” she told Happi.
Chevalier is confident that
Ittse will make consumers
fall in love with makeup
all over again. The brand’s
concept is to engage
women in more actively
creating their beauty
The collection boasts chic and elegant packaging that is also
“We want to offer women the option to select cosmetic packaging as an accessory to their looks as if they were selecting a
handbag for their outfit,” Chevalier explained.
As a result, the packaging comes in a variety of colors, so
women can infuse their own personal style into their makeup
routine. At the same time, it was necessary to develop an extensive high-quality color line, spanning the finishes from high-sparkle to sophisticated matte.
And, with more than 100 shades to choose from at affordable
prices, the possibilities are nearly endless.
Why We’re Watching: Ittse infuses individual style and personalization starting at the packaging level. The line enables women to
exercise their personal taste by choosing a palette color of their preference. The website is lively, entertaining and the firm’s interactive
Palette Builder tool facilitates a truly enjoyable shopping experience.
“We make the process of building a custom cosmetic kit extraordinarily fun,” Chevalier insisted.
What’s Next: Ittse is all about innovation and staying ahead of
“Not only do we have some unique products in research now,
but also we have plans for some gorgeous new Ittse palette colors
and textures for Spring 2016,” said Chevalier.
Founded: Late 1970s
Names To Know: David and Anthony Leib, owners
Major Products: ProRituals (Italian hair color and wet goods)
which includes Mega Hold Hairspray, Hair Color Cream, Hair
Brighteners and Daily Shampoo
Hero Product: ProRituals Hair Color Cream
Stocked At: ProRituals is a professional hair brand carried by
distributors in the US and abroad.
Newest Launch: Oil in Reviving Cream with chia seed oil, Hair
Treatment Oil. In addition, the firm has launched two new men’s
focused products—an oil-infused beeswax hair wax and a super
hold“Mega Pom” gel pomade.
Brand Story: What’s old is new again! Robanda is a San Diego,
CA-based cosmetic group featuring several cosmetic brands.
ProRituals got its start 40 years ago in London as a hair education company. The brand was originally called“Jingles” and was