The palette is priced at $58, which Abbitt estimates is 20% above the average price of prestige palettes from conventional brands, due to the high cost of the ingredients in it.Ībbitt has a strong commitment to sustainability, and uses Forest Stewardship Council-certified paper and soy ink in the palette. They sit in triangle- and diamond-shaped pans arranged to mimic a gemstone, and are housed in packaging with a three-dimensional quality that alludes to a gemstone as well. The shadow formulas contain rose quartz gemstone powder for light-reflective and skin-enhancing properties, organic rose hip oil to boost glow, and organic coconut oil and organic shea butter for smooth textures. It’s all up to the client and how bold they want to be.” Aether Beauty founder Tiila Abbitt If you want a soft, subtle look or if you want to smoke it out with a cool chrome on top, you can do that. “It’s a romantic-feeling palette that you can layer. “Everyone says that their palettes are day to night, but this is truly day to night,” asserts Abbitt. She piled extra shadow into the pans to make the palette have one-and-a-half times the shadow content of most 12-shade palettes. Abbitt considered how consumers wear shadows when constructing it and instead of overloading the palette with dramatic shades that they sport only occasionally, she put in four dramatic shades and eight everyday shades. The Rose Quartz Crystal Gemstone Palette features ultra-matte, shimmer, duo-chrome and metallic finishes. There’s a hole in the market for someone to own this space.” I wanted to create a brand that’s cool and amazing instead of focusing on all the negative talk. “As someone who knows how good conventional formulas are, when I go into a natural store like Credo, I want the same efficacy, and it’s not there. “I want to bring some color and get people excited about what they see in a palette.”
It’s really boring, and I want to bring playfulness to it,” says Abbitt. “I feel like there may be palette fatigue in general, but not for someone who cares about clean beauty because there isn’t a lot of options for clean-beauty palettes. She’s sticking to one at the launch to keep inventory manageable money-wise, but has a follow-up palette on the release schedule for later this year and plans to eventually extend into foundation, primer, concealer, lip merchandise, mascara and more. There’s a hole in the market for someone to own this space.” Aether Beauty’s recyclable Rose Quartz Crystal Gemstone Palette contains 12 shades infused with rose quartz gemstone powder, coconut oil, shea butter and rose hip oil.Ībbitt decided to debut Aether Beauty with a palette because, although palettes are pervasive in the non-green makeup market, she’s underwhelmed by the palette selection in the natural arena. “I wanted to create a brand that’s cool and amazing instead of focusing on all the negative talk. As someone who knows how good conventional formulas are, when I go into a natural store like Credo, I want the same efficacy, and it’s not there,” says Abbitt. “A lot of brands don’t start with experience in beauty.
She’s driven to take mainstream beauty trends to the green beauty segment without sacrifice beginning with the 12-shade Rose Quartz Crystal Gemstone Palette that’s fully recyclable. The founder of the new brand, Tiila Abbitt, understands what’s involved in developing power-packed cosmetics, having worked Sephora for seven years, the last two as senior director for product development, before heading out on her own. Aether Beauty is coming after your customers with a natural eyeshadow palette that doesn’t slack on performance. Watch out Anastasia Beverly Hills, Kat Von D and Urban Decay.
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