Essentials Then & Now: Our Founder's Inspiration Behind On-the-GlowBy Max Brockbank | Feb 25, 2022
When Wander Beauty was first created, it was inspired by both mine and Lindsay’s everyday life. We were both busy, time-starved women who were constantly on-the-go. Lindsay was modeling, jet-setting across the world and only wanted (or needed) “the essentials” to take with her from place to place. I had just had 2 kids within 2 years and found myself constantly putting on my makeup in the most unconventional places; applying my under eye concealer while riding the subway, doing my skincare routine at the gym, and fixing my hair at my desk at work.
We knew we weren’t the only ones out there who were struggling with this on a daily basis, and our main goal was to solve a common problem. So we thought to ourselves, "what is the one thing you reach for everyday wherever you go that makes you feel like the most beautiful version of yourself?". We came to the conclusion that blush and highlighter were the two products we relied on the most when we were looking to achieve that fresh, lit-from-within glow and we thought, "why not have them both in one compact product?".
That's when On-the-Glow Blush & Illuminator was born.
The idea behind this product was to create one multitasking essential which really speaks to what the brand is about—clean beauty essentials, things you reach for everyday, wherever you wander. A product that would help you go from looking like your everyday self, to looking polished and pretty in a minute and a half or less.
Initially, we created three flattering shades– Coral Rose, Petal Pink & Bare. We tested these shades on every type of skin tone and age range. We purposely went with a cream formula because we felt that a cream was more forgiving, created a more youthful appearance and looked a lot more natural.
On the other side of each multitasking stick we decided to put an illuminator (nude glow). This was meant to give you a “post yoga glow”, the “it looks like you got a facial” type of glow. It's not glittery, it's not the type of highlighter that’s meant to be seen from outer space– it was about enhancing your natural beauty so you can look like the most beautiful version of yourself.
This multitasking concept also created a tremendous amount of value for our customer– a lip and cheek cream on one side, and a nude glow illuminator you can use on your face, body and legs on the other side. Voila! You’ve now replaced at least 4 products you would ordinarily carry.
With on-the-glow you’re not only saving time, you’re saving money by not having to buy lipstick, blush, eyeshadow and highlighter and you’re saving space in your makeup bag or purse.
We have recently taken this OG product to new heights and expanded the shade range to 5 flattering shades, adding two new shades to the lineup– Strawberry Fields (a rosy raspberry) & Sienna Sunset (a warm spiced peach).
This product truly holds a special place in both mine and Lindsay’s heart and really speaks to our brands DNA– Products that are effortless and easy, that save you time, space and money. Beauty that works with your skin, not against it with clean, good for your skin ingredients, and now available in five of the most flattering shades.