Rachel Reid is the visionary mind behind Subtl Beauty, an innovative makeup brand prepared to revolutionize beauty routines. As the driving force steering its course, she has exemplified extraordinary leadership in reshaping traditional beauty routines emphasizing convenience, simplicity, and inclusivity. By crafting stackable makeup tailored for today’s dynamic individuals, Subtl has proclaimed a fresh era of accessible and streamlined beauty rituals. 

Entrepreneurial Triumph 

As Rachel envisioned her brainchild, the spark ignited from a simple yet profound moment: the need for a discreet, on-the-go makeup solution. Picture this: a blossoming romance, the anticipation of spending the night at your new boyfriend’s place, and the sudden realization of needing a convenient makeup routine. 

“What would I need?” Rachel asked herself. “Or what if I forgot something? What if everything I needed was in one handy stack – An abbreviated beauty routine that was wearable and wonderful with everything I needed today, tonight, or tomorrow?”

Faced with a market void, she took matters into her own hands. Surveying 200 women, she confirmed what she suspected: the demand for portable makeup solutions was real. This grassroots approach to product development laid the foundation for Subtl’s rapid rise in the beauty industry. 

Subtl Beauty
Subtl Beauty

Now, as the driving force behind Subtl Beauty, Rachel has showcased exceptional leadership and revolutionized age-old beauty routines. Her groundbreaking approach to beauty innovation has redefined consumer makeup rituals, placing convenience and simplicity at the forefront. Through the creation of stackable makeup products tailored to the fast-paced lives of modern individuals, Subtl has ushered in a new era of accessible and efficient beauty practices. 

“It’s our commitment to redefining beauty standards by empowering individuals to express their unique style effortlessly, without the need for extensive makeup routines,” Rachel says.

Major Funding Achievement

Both triumphs and tribulations have marked the path to building Subtl Beauty. Among the notable milestones stands the recent Series A funding round, where Cult Capital’s $5 million investment proved transformative. Yet, securing such substantial backing was more than a financial feat: it symbolized the unwavering commitment, resilience, and collective effort of the entire Subtl team. 

“The $5 million investment from Cult Captial represented the culmination of years of effort, from conceptualizing the idea to refining our products and building a loyal customer base,” Rachel explains. “On the other hand, navigating through the challenges posed by the COVID-19 pandemic during our second year was undeniably one of the most formidable obstacles we faced. The pandemic disrupted supply chains, halted production, and significantly altered consumer behavior and preferences”. 

Like many businesses, Subtl had to pivot quickly, adapt to the rapidly changing landscape, and find innovative ways to continue operating amidst unprecedented uncertainty. Despite the immense challenges posed by the pandemic, the crisis also presented opportunities for growth and innovation. However, navigating through these challenges required resilience and adaptability.

“It reinforced the agility in navigating unforeseen circumstances,” Rachel says. “We leveraged digital platforms to connect with our customers, explored new avenues for distribution, introduced innovative marketing strategies, and doubled down on our commitment to providing clean, convenient, and inclusive beauty solutions.”

Securing the $5 million investment from Cult Capital involved meticulous planning, strategic communication, and a demonstrated track record of growth. The process lasted over a year and a half, during which they showcased their commitment to clean beauty, innovative product development, and firm support from their community. As a result, Subtl Beauty is well-positioned for future expansion.

“This funding will impact the future growth and direction of Subtl by enabling us to expand our product offerings, invest in marketing and distribution, and explore new opportunities,” Rachel says. “It will also contribute to shaping the beauty industry by reinforcing the importance of inclusivity and convenience.”

Commitment to Inclusivity & Clean Beauty

Subtl Beauty has experienced remarkable growth since its inception in 2018. Its development can be attributed to its dedication to providing convenient, customizable, high-quality makeup solutions that resonate with a wide audience. 

“Our product speaks to an audience seeking convenience and portability over extensive routines,” Rachel says. “This has been instrumental in our success and allowed us to build the community we have today. Our commitment to clean beauty and inclusivity has also differentiated us in the market landscape, influencing the broader beauty market by setting new standards for simplicity, personalization, and clean beauty and inspiring other brands to prioritize these values.”

Subtl Beauty is not just a makeup brand; it’s a movement towards inclusivity and clean beauty. It prioritizes inclusivity and clean beauty by offering vegan, cruelty-free, paraben-free, and fragrance-free formulas. Similarly, their commitment to sustainability aligns with the values of environmentally conscious consumers.

Subtl Beauty
Subtl Beauty

“Our commitment to inclusivity extends to our product range, which covers 90% of makeup consumers’ full-face routines, and our dedication to providing personalized solutions for our customers’ unique needs,” Rachel says. “Ultimately, our goal is for every person to be able to see themselves in our makeup, which drives us to create formulas that work for all people.”

Subtl Beauty’s commitment to offering vegan & cruelty-free formulas reflects a dedication to meeting the evolving needs of beauty consumers. For instance, their products are formulated without any animal-derived ingredients tested on animals.

“One of the key advantages of our stackable system is its flexibility and adaptability,” Rachel says. “If a customer finds that they run out of one product faster than others, they can replace that item without needing to purchase an entirely new stack. This allows for greater customization, and flexibility, and helps reduce waste by minimizing the need to discard unused or partially used products.”

Future Outlook & Industry Influence

Looking to the future, Rachel envisions Subtl Beauty continuing to impact the beauty industry by expanding their product offerings, reaching new markets, and fostering deeper connections with their community. They are committed to staying true to our mission of providing convenient, customizable, and inclusive beauty solutions that empower individuals to embrace their natural beauty with simplicity and style. Continuing to innovate and respond to customer needs, Subtl will sustain its success and contribute positively to the beauty industry. 

“As consumers increasingly seek clean and sustainable beauty options, Subtl stands out for its commitment to providing vegan, cruelty-free, and paraben-free formulas while offering stackable makeup products designed for convenience and customization,” Rachel says. “Subtl’s success reflects the growing demand for simplified and personalized beauty products in the market.”

Subtl Beauty is a a beacon of innovation, inclusivity, and conscious consumer values in the beauty industry. By prioritizing convenience, it has reshaped traditional beauty routines and set new standards for a new generation. Through its commitment to clean beauty and personalized solutions, Subtl Beauty has transformed how we approach makeup and sets a new standard for ethical and sustainable beauty practices. Its importance in the beauty sector is undeniable, promising to leave a lasting impression on consumers and industry alike as a trailblazer in modern cosmetics.