Whip Hand Cosmetics
Whip Hand Cosmetics offers luxury, artisan, professional makeup artist quality cosmetics made in Detroit With Attitude. The brand’s products include more than 100 color cosmetics for the eyes, lips and cheeks, as well as a line of skin care and prep products. Whip Hand Cosmetics: The Art of Control.
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Whip Hand Cosmetics provides the highest-quality, hand-made luxury cosmetics for professional makeup artists and women of all walks of life who want to master The Art of Control. Whip Hand Cosmetics products are developed and produced in Detroit, Michigan by women, for women. Supporting local economic development, job creation and the continued revitalization of Detroit is central to the Whip Hand philosophy. The company preferences Michigan-based models for its ad campaigns, and uses top Detroit talent, like fashion photographer Laur Nash, to shoot its marketing campaigns.
Whip Hand Cosmetics production techniques harken back to the “Golden Age” of cosmetics before the rise of giant beauty conglomerates and private label manufacturing — a time when cosmetics were more about art, love and exceptional quality, versus large-scale, mass manufacturing.
The company’s edgy film-noir and vintage pulp fiction-inspired marketing and advertising features both professional models and “everyday women” who exemplify the Whip Hand philosophy of confidence, strength, independence, intelligence and personal style.
Whip Hand Cosmetics’ products are currently marketed and sold nationally through its ecommerce store, as well as at select beauty and makeup trade shows.
Riese Lauriat is the Founder, and leads retail product development at Whip Hand Cosmetics. A veteran professional makeup artist and licensed esthetician, Riese brings more than 15 years of experience in cosmetics, beauty and salon management to the team. As a practicing pro makeup artist whose work has been featured at New York Fashion Week, Riese is also heavily involved in promoting new talent and mentoring up-and-coming makeup artists.
Matt Cardwell is a co-investor in Whip Hand Cosmetics and serves as business and marketing advisor. Matt brings over 15 years of experience in direct-to-consumer marketing. He is currently an operating partner for a Detroit-based private equity firm where he works with the management teams inside the portfolio companies to develop and execute marketing strategy. Prior to that, Matt spent four years as Director of Internet Marketing and then two years as Vice President of Marketing at Quicken Loans. Matt’s role at Whip Hand Cosmetics is to help guide business and marketing strategy, including social media efforts, PR and advertising.
Natalie Henry rounds out the team as business operations manager. Natalie brings 20 years of experience in Information Technology Management. She has performed as Program Manager for $20M plus projects with Fortune 500 companies such as Compuware and General Motors. Natalie has parlayed her exceptional organizational management skills into running the day to day operations of Whip Hand Cosmetics. Natalie is also an established Michigan makeup artist specializing in editorial and runway makeup.
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