Good Weird is having a good year.
Before the beauty company officially launched in March, actor Evan Mock came on board as creative director. Allure recognized the brand with a Best of Beauty award for its under-eye cream six months post-launch.
The product offerings themselves are only part of the company’s success. A focus on the "cosmetically curious" and a growing online community for Gen Z are changing the narrative around who’s welcome in the beauty world. (Hint: It’s everyone.)
Good Weird is trying to destigmatize the use of cosmetic products by beauty outsiders who aren’t necessarily looking for a transformative beauty routine.
For co-founders Stephen Yaseen and Jon Wormser, doing so lies in enhancing who you are.
“Traditionally ‘weird’ had a negative connotation towards it, but we believe your weird is your unique individuality,” Yaseen says.
As beauty standards change over the years, varying widely from generation to generation, Gen Z has made it clear that beauty is found in individuality. Good Weird hears them loud and clear.
First-time beauty users may not want the full-coverage look of traditional makeup that reveals a product is being worn. Good Weird products are meant to enhance, not transform, Yaseen says.
To achieve this, the skin care-infused cosmetic products are made with a reduced pigment load that create a glowy, bronzy, dewy look without compromising yourself. It’s written on their website: “We want u to look like u.”
The products — the award-winning cold brew under-eye cream, “Back from Vacay” bronzer and “Balmy Weather” moisture stick — run the gamut of various cosmetic needs, but it’s less about prescribing a specific routine and more about exploring the options at your own pace, Yaseen says.
And with a growing online community of Good Weird users, you won’t have to explore on your own.
The brand has partnered with community engagement platform Try Your Best to give loyal users access to events, plus the ability to test and ideate new products, and interact with the Good Weird team.
Yaseen says the company wants to continue to work with the Good Weird community to drive product evolution and create multi-purpose products that don’t exist today.
And even though Good Weird is online only, those products may be coming to a store near you in the future.
“Beauty is explored in a retail environment,” Yaseen says. As such, the brand is looking to explore the opportunity to bring its products to physical retail locations.