Corporation Blog

The brand I decided to research is the makeup company Colourpop. Colourpop is a popular makeup brand known for having great quality at a very cheap price. Colourpop was founded in 2014, and is owned by Seed Beauty. Seed Beauty also owns large makeup companies such as Kylie Cosmetics and KKW Beauty. Colourpop started selling their makeup only online, and promoted their products through social media, mainly Instagram. Colourpop also collaborates with popular video creators on Youtube to help promote their products, and it also gives the creators the opportunity of making their own makeup. Colourpop has grown from a small online company, to a widely known makeup brand that can now be found in Ulta, a popular makeup store. Colourpop is also cruelty free, meaning they do not test on animals. On their website it says, “We test our products in the nicest way possible, leaving fur babies to be fur babies and experimenting on people instead (the people at ColourPop HQ to be exact!).” A lot of Colourpop’s products are vegan, but not all of them. The reason I chose to research this brand is because last winter break, my sister and I explained to my mom, a big fan of Colourpop, how Colourpop is equivalent to “fast fashion”, but makeup. Although Colourpop is known for being a great brand, they are very unsustainable. Colourpop is always coming out with new products and collaborations, trying to keep up with trends while also creating something no other brand has. By doing this, they are creating products that the consumer has not shown interest in. They mass produce their products, which is why they have such cheap prices. If you look on their Instagram, they have a new makeup launch every week. Whether its a product, a collection, or a collaboration with other people or makeup brands, Colourpop always has a new product coming out. A lot of the time, the products are barely different than ones they already have, and sometimes it is the exact same product just packaged differently. Colourpop also has a skin care brand called Fourth Ray Beauty, and a body makeup brand called Sol Body. Both of these brands follow the same production and distribution patterns as Colourpop. Because millions of people shop at Colourpop, they produce millions of products, and therefore creates a lot of waste. Each product has to be packaged individually for sanitary reasons, but a lot of their packaging is unnecessary. For example, PR (public relations) packages are given to celebrities, influencers, etc. to promote Colourpop products to their audiences. I personally have multiple Colourpop products, and as I stated before, my mom has a lot too. But as I had researched and learned more about how companies can be sustainable, I have not bought as many products as I used to. Although it is a great option because of how cheap all of their products are, I would feel better supporting them if they did not produce as much product as they do. A new makeup launch every week is unnecessary and their own customers can’t even keep up.