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Cult Cosmetics likes to think out of the box. Essentially, the LA-based beauty startup's business plan went something like this: Step One, recruit faithful followers and future customers via Facebook. Step Two, give the people what they want: a range of uber cool five-free vegan nail polishes that do the job in a single coat. Step Three, get in on the subscription box game to ensure a steady stream of fans.
Created by former Murad skincare marketing pro Ryan Eberhard, the brand's debut collection includes base and top coats, nail polishes ($12), nail art tools and brush kits ($3.99 to $14.99), and polish sets ($29). On top of that, Eberhard tells fashion trade pub WWD that the "rebellious [and] bold" line pays homage to a host of local LA and SoCal landmarks, forever immortalizing nabes and celeb haunts like Chateau Marmont, DTLA and WeHo in glossy (and yes, glittery) lacquer form.
· Cult Cosmetics [Official Site]
· Cult Cosmetics Builds Its Brand on Facebook [WWD; sub req'd]
· Industry Insiders, Top Vloggers, Fans Gather at BeautyCon [Racked]