Chaos Makeup: Behind the Beauty Brand's Viral Products


Over the past couple months, Chaos Makeup has learned what its like to go viral. Between its clear-to-rainbow highlighter and color-changing mood cream, the Texas-based beauty brand has gone from under-the-radar to one to watch. (Some of its highlighters have even ended up in professional makeup artist Val Garland’s kit.) About 144,000 people — and counting — follow Chaos Makeup on Instagram to check out what magical makeup it comes up with it next. With my fellow Allure editors completely mystified by its products, I chatted with Megan Martinez, the founder of Chaos Makeup, to find out her secrets. Turns out, the 28-year-old makes everything by hand in a small lab in south Texas with the help of two other people. Unfortunately, Martinez keeps her formulas tightly under wraps, but she shared what the production process is like and how Chaos Makeup came to be.

The name Chaos Makeup was originally used in another context. At 14, Martinez was a homeless teen. To make money, she worked at Whataburger, picked up odd jobs, and did her classmates’ makeup for school dances. “Makeup was not something I did because I love it,” Martinez shares. “It was something that I was just good at. At the time, it was a means of survival.” By the time she was 15, Martinez considered herself a full-time freelance makeup artist and created a Myspace profile as ChaosMakeupArtist, and she built a following for her punk aesthetic. “Everything I did was crazy,” Martinez says. “Just like the name Chaos Makeup, I did everything chaotic. The way I was was chaotic, my appearance was chaotic — especially for south Texas — so I stuck out. But it actually worked for good PR. In the long run, I became well-known for that.”

Martinez also gained recognition for a particular look and product she used. “I was well-know for a lot of shine and overall highlighting,” she explains. “People at the time thought it was gross and greasy. It wasn’t like how it is now where it is admired and appreciated.” Martinez would use colored highlighters on her clients that she whipped up herself. “That was my thing,” she says. “I was rebelling. If it was not cool, I wanted to do it. If it was not normal, I wanted to do it. If it was neutral, I wanted to make it colorful. I had to be the opposite of everything.”

Colored highlighters were unheard of in Corpus Christi. “I couldn’t find anything that would make the skin look wet,” she says. “That was my goal at the time. I wanted something with a super dewy, wet finish, but at the time, there was nothing like that.” Martinez’s solution was mixing together highlighting powder from M.A.C., shimmery eye shadow, and alcohol. “I was like a little chemist,” she says. “I would weigh it out and trial-and-error it. Once I made what I wanted, I would stir it all up and press it.” She soon started selling them on the side at little workshops she would do. Eventually, indie beauty brands started seeking her out for collabs.

After a couple years, Martinez was ready to make her product professionally on her own. That’s when Chaos Makeup, without the Artist at the end, was born. For about a year, she worked on perfecting her colored highlighters with a clear base. “The idea was to make colors that you can wear out,” she says. “You shouldn’t be embarrassed by them. You shouldn’t feel like you’ve got a bruise on your face. You shouldn’t feel like you’re wearing eye shadow on your cheeks. You should feel beautiful, confident, and could go anywhere. The only time that this highlighter would show its color is when it hits the light. Even then, it should be beautiful, not like Halloween.” Nailing the clear base was the hardest part of the formulation process, she adds. Once the highlighters were what she considered to be perfect, Martinez started selling six individual highlighters.

Last year, the beauty side of the Internet basically broke when rainbow highlighters became a thing. Fans of Chaos Makeup realized the Texas beauty brand had all the right ingredients. It just had to combine all of its colored highlighters. Before proceeding, Martinez asked one of the popular brands making rainbow highlighters for permission. “I don’t typically do that, but I just wanted to do that out of respect,” she says. “I got a blessing from them, and we went ahead and made our prototype.” I discovered the final product last month and was mesmerized by the videos Martinez posted on Instagram of it. Due to its clear base, you’d never know someone was wearing rainbow highlighter until they turned at an angle.

That sorcery is only the beginning. As seen on Instagram, Martinez is working on a color-changing product inspired by her ’90s childhood. “That was a time where there was mood-changing this, mood-changing that. It was so cool,” she says. “I remember those pencils we had that were black-based, and they would change colors based off your heat. Those are really what initially sparked this.” Knowing that lip balms that transform based on your lips’s pH exists, she started researching how to create her own color-changing makeup formula. Martinez hopes to create a heat-reactive one that is matte, dries down, and waterproof.

Also, Martinez is completely self-taught. In the near future, she hopes to become a chemist. In the meantime, she reads chemistry textbooks to learn how to create upcoming Chaos Makeup products like the holographic highlighter she also has in the works. Because Martinez lives in a small town, making all of her products by hand seems to be the only option for her. “I don’t make them because I want to, ” she explains. “I make them because there is nothing over here. We had no choice. If we were in a bigger city or near any labs, I wouldn’t have handmade everything. I just don’t have a choice. Our biggest goal is to have someone else do pretty much the majority of the production.”

With the demand for her makeup increasing, Martinez hopes to mass-produce Chaos Makeup’s products. However, she’s extremely protective of her formulas. Because of this, she only has two other people working for her at the moment. “I’m very weary and scared to teach a bunch of people,” Martinez says. “We are looking into mass production, but we don’t want to lose the quality of the products. We are being very picky about it. “

When she was younger, makeup was a means to an end for Martinez. With her cosmetics company, the same is true. “My dream is to be a humanitarian and an animal activist,” she says. “I needed something to fund my humanitarian efforts. All of this is really to fund my dream, and my dream to be a scientist/humanitarian/animal activist. I want to fight for the planet.”

You can shop Chaos Makeup’s viral products now on chaosmakeup.com.


More makeup artists you should know about:

  1. This Aspiring MUA Doesn’t Let Her Feeding Tube Get in the Way of Her Glitter Cut Creases
  2. Meet Katey Denno, the Celebrity Makeup Artist Who Only Uses Natural Makeup
  3. This Korean Makeup Artist Created the TRIPPIEST Look on Instagram

Now, watch Rashida Jones review weird beauty products:

Follow Devon Abelman on Twitter and Instagram.



Source link

You might also like

Leave a Reply