Well People’s Mission to Make Clean Beauty Accessible and Transparent — E.699

Shirley Pinkson-Mañes: Revolutionizing Clean Beauty with Well People and e.l.f. Beauty

In this episode of Skin Anarchy, host Dr. Ekta welcomes Shirley Pinkson-Mañas, co-founder of the clean beauty brand Well People and head of education at e.l.f. Beauty. Shirley’s impressive journey through the beauty industry, which started with a career as a makeup artist at brands like MAC and NARS, has shaped her commitment to clean beauty, transparency, and product integrity.

From Pre-Med to Beauty Advocate

Initially a pre-med student, Shirley found her true calling behind the beauty counter. Working at the Body Shop under founder Anita Roddick, Shirley was inspired by the brand’s mission-driven approach to beauty. She realized beauty could impact people beyond aesthetics, nurturing inner confidence and self-empowerment. This understanding propelled her journey into makeup artistry, a field where she embraced the power of transformation, not only for the external appearance but also for mental well-being.

Shirley’s background spans years with prominent brands like MAC and NARS, where she perfected the artistry of beauty while also recognizing the power of high-quality, impactful ingredients.

Founding Well People: A Clean Beauty Pioneer

Well People emerged in 2008, during a time when clean beauty was practically unheard of. The brand’s unique approach, symbolized by the backwards “e” in its logo representing its three founders, embodies three core principles: performance, skin health, and social responsibility. Shirley’s mission was clear — prove that clean beauty could deliver the same quality and efficacy as conventional makeup.

Shirley shares how her commitment to clean beauty emerged from a lack of transparency about product ingredients. While working with traditional beauty products, she observed rising consumer concerns over ingredients like parabens. This inspired her to research and innovate, ensuring Well People products met high performance standards without compromising on health or ethical values.

The Core of Well People: Transparency and Ethics

Shirley emphasizes that clean beauty, to her, is about transparency and education over fear. “We’re not here to judge; we’re here to love,” she explains, emphasizing Well People’s approach of helping consumers make safe and informed choices without fear-mongering. The brand has restricted over 2,500 ingredients, ensuring that each product is not only safe for users but also beneficial for the environment.

Well People was also the first color cosmetics brand to achieve Environmental Working Group (EWG) verification. This badge, Shirley explains, simplifies the consumer’s choice, guaranteeing product safety and environmental responsibility. For her, this badge is a testament to Well People’s dedication to ethics, transparency, and consumer care.

Navigating the Beauty Industry’s Evolution

When Well People launched, the clean beauty market was minimal, with few choices beyond Whole Foods. Early clean beauty products often lacked the appeal and performance of their conventional counterparts. Shirley and her co-founders saw an opportunity to bridge this gap, creating products that performed just as well as mainstream options while upholding clean beauty principles.

To ensure product performance, Shirley conducted blind tests with clients, concealing the product’s brand to gather honest feedback. This innovative approach helped overcome skepticism around clean beauty and demonstrated that natural products could compete with conventional options.

Meeting the Standards of Gen Z and Beyond

Shirley is inspired by the values of younger generations like Gen Z, who prioritize ingredient transparency and social responsibility. She observes that they are pushing the beauty industry towards more ethical and environmentally friendly practices. Well People aims to meet this demand with multifunctional, sustainable products, intentionally designed to offer simplicity in a saturated market.

For instance, Well People’s Supernatural Complexion Stick serves as both foundation and concealer, incorporating skin-loving ingredients like black cumin seed oil and aloe. This reflects the brand’s philosophy of creating makeup that not only looks good but also benefits the skin.

The Challenges and Rewards of Building a Clean Beauty Brand

As a Latina, LGBTQ+ founder, Shirley faced personal and professional hurdles, including self-doubt and the challenges of funding during a recession. Despite these obstacles, she has remained committed to Well People’s mission. The brand’s slow product release cadence reflects its high standards, as they prioritize launching products that meet stringent quality and safety requirements.

Shirley hopes to inspire future founders to uphold their values and resist compromising on quality. She believes that dedication to transparency, ethics, and quality is the foundation for lasting success and consumer trust.

Creating Multifunctional, Skin-Friendly Makeup

Well People’s products are designed to enhance both appearance and skin health. Shirley explains how replacing common ingredients like silicones with natural alternatives such as broccoli seed oil and snow mushroom allows Well People to maintain high standards for performance and sustainability. These ingredients provide a similar texture and finish to traditional products but offer additional skin benefits, making Well People a leader in the skincare-meets-makeup movement.

This dedication to creating multifunctional products caters to today’s consumers, who seek simplicity and effectiveness in their beauty routines. Well People’s approach ensures that makeup not only beautifies but also nurtures the skin.

A Vision for the Future of Clean Beauty

As clean beauty continues to gain traction, Shirley envisions a future where transparency and inclusivity are standard practices in the industry. She remains optimistic about the influence of Gen Z and future generations like Gen Alpha, who are increasingly conscious of environmental impact, ethics, and health.

Reflecting on her journey, Shirley urges upcoming founders to maintain their standards and values, believing that true success lies in consistency, transparency, and a commitment to the well-being of both consumers and the environment.

Final Thoughts

Through her journey with Well People and her role at e.l.f. Beauty, Shirley Mañes has exemplified how beauty brands can merge performance with purpose. Her unwavering dedication to ethical beauty and consumer education has made her a pioneer in clean beauty, setting a standard for transparency, responsibility, and integrity in the industry.

To learn more about Well People, visit her website and social media. Don’t forget to subscribe to Skincare Anarchy on Apple Podcasts, Spotify, or your preferred platform. Reach out to us through email with any questions.

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