![]() This Clay Cleanser by Sunday Riley Is Great for Dry Skin Types.This Allure Editor Swears By Sunday Riley's Eye Cream.Protect + Repair Moisturizer Will Be Your New Favorite Winter Cream "I only want the best available to people." ![]() After two years, she made the decision to pull it off the shelves. But Riley found that the extension diluted the brand’s focus on skin care and never gained traction with their clientele. "The only thing we were missing was eyeliner," she adds. In 2011, the brand launched a huge array of cosmetics, from mascara to foundation to pressed powder. That’s why you can find Sunday Riley eye shadows on resale websites, but nowhere in legit retailers. So if something isn’t working or she thinks she could do better, it’s out. "Whenever any of us knows about a new Sunday Riley product, we’ll text each other about it."Īnother part of the equation is that Riley is unflinching in her commitment to making the best and nothing but the best. "Two friends of mine use it, too," she says. And Samya, a 35-year-old publicist based in San Diego, has converted others. "They tell their friends and that’s very powerful." Brandy received the Luna Oil as a gift from a client. (Both are big fans.) She found that sharing product samples with smaller fish-think those with a few hundred followers, tops-still made an impact. She didn't stop at the Hudas and Deepicas of the world. "We put products in the hands of social influencers," says Riley. But despite the real estate in Barneys locations in New York, Chicago, and Beverly Hills, the brand didn’t have a giant budget for advertising. Seems like a dreamy start, right? It was. It kind of mortified me at first." But, you know: Barneys. The lead buyer insisted that Riley use her own name, but Riley was hesitant: "When something has your name, it stands for who you are so you can’t hide behind anything. She only had a few prototypes-one of which was Good Genes-on hand for the line, which at that point had no name. "We went in, presented a concept, and they took it," Riley recalls. Riley knew she was onto something when, in 2009 (the year she launched the brand), Barneys New York showed interest in the line before it was even an IRL brand. "I think a lot of luxury skin-care brands are very glossy and all about buying into the brand. (See: The $1,400 face cream infused with your own blood.) "I’m not into aspirational luxury," she says. Keeping the products at an affordable level is a priority for her-and even though $100 a pop may seem like a splurge, some skin-care products can cost a month’s rent. "We have an unlimited research and development budget because I’m the formulator and I do it for free,” she explains. ![]() The reason that Sunday Riley products don’t cost even more is because of Riley herself. "There’s disdain and a lack of trust about products." So she took matters into her own hands, creating formulas that only included high-quality actives-which, naturally, come at a price. "People are very frustrated with skin care,” Riley tells Allure. After working to develop skin-care products for several years, she became dissatisfied with the ineffective formulations. Sunday Riley is a cosmetic chemist and product formulator. Before you weep into your wallet, know that the cost is high for good reason.
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