MakeUp Geeks Relaunches Full Spectrum Eyeliners


MakeUp Geeks has relaunched its Full Spectrum Eyeliners and not everyone is happy about it.

In 2019, the social media fuelled brand, decided to completely rebrand themselves.

Why? Well, CEO Marlena Stell told Beauty Independent:

‘With the ROI not being very good, everyone is scrambling to figure out how to market’. Referring to social media marketing and it becoming less and less lucrative.

She suggested it may even be completely diminished in the next few years.

At the beginning of 2020, the rebrand was complete.

MakeUp Geeks rebrands

Now, over a year later, they’ve brought back their self dubbed ‘highly pigmented and long wearing’ eyeliners.

The key selling points for these liners include:

  • Satin Finish
  • High Coverage
  • Easy Glide Formula
  • Contains Cottonseed Oil which is anti ageing, anti-inflammatory, and moisturising

and they come in shades:

  • Ivory – Pure White
  • Nude- Slightly Peachy Beige
  • Ultramarine – True Teal
  • Midnight – Vivid Deep Blue
  • Royal – True Deep Purple
  • Plumeria – Vivid Burgundy
  • Espresso – Rich Chocolate Brown
  • Slate – Charcoal Gray
  • Obsidian – Rich Black

However a beauty news instagram page, aptly named BEAUTY NEWS, also announced the relaunch but the comments weren’t so supportive.

One user claimed ‘It’s seems like a very limited colour range with basic shades 🤷🏻‍♀️ easy pass’.

Another user commented, ‘over a year after their “big rebrand” where everything was the same just in square pans, they release the same basic shades as in 2013. Who makes the decisions over there?’

Are they actually good? Well, if you liked them before, you’ll like them now. The formula hasn’t changed.

If you’ve never tried them, will you now? The shade range may be a big deterrent for those who want to try something new.

Media courtesy of Makeup Geek


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