sticks, mascaras, and all cosmetics have stayed the same size since the 1950s and women’s lifestyles have changed so dramatically since then,” said Julie Fredrickson cofounder of Stowaway Cosmetics, a premium makeup brand launching today that sells the “little black dress” of beauty—BB cream, lipstick, eyeliner, blush, mascara, and concealer—in sleek, portable sizes. “We’re more on the move, juggling work and family, and so many women are looking for new solutions to beauty that are compatible with our active lifestyles.” (And with the Fall 2015 collections officially kicking off tomorrow, it’s safe to say that the fashion world is more on the move than ever—making it the perfect time to roll out in a direct-to-consumer online platform.)

 

The beauty brainchild was born a year ago over brunch (as most good things are), when Fredrickson, a digital marketing maven and serial subscriber to box-of-the-month clubs, wanted to repurchase the scaled-down liner pencil sample she received as a member to mailing services like Birchbox and Glossybox—a task that’s too often impossible. She looked to Chelsa Crowley, the brand’s creative director whose résumé includes stints at Bobbi Brown and Clinique, for answers. The sad truth: Standard-size cosmetics exist not because it suits modern consumers and their needs, but because it’s profitable for beauty conglomerates.

 

“We think of these products as being ‘right-size’ because they fit into a modern woman’s lifestyle and it’s actually a product you can finish all the way through before it expires,” explained Fredrickson. “Women aren’t in the boudoir anymore, we’re starting our day at the gym or a morning meeting—even doing our makeup on the train.” It only makes sense that the products in our beauty bags should evolve so that we can hit pan on a blush compact or wear down a lipstick bullet to its nub before it becomes unsanitary to do so, not to mention lessen the weight and create more space in our already jam-packed bags. And for those of us who fall trap to a trend and wind up with a twice-used teal eyeliner tucked in a box under our beds, Crowley said that one of Stowaway’s future goals is to expand its shade range to include colors seen on the runway—allowing women to experiment without investing in a Costco-size pencil or tube. “Right size really does end up being the future because women’s lives have changed so much and our products need to change with us,” said Frederickson. We’ll cheer to that (with mimosas in hand over eggs Benedict) any day.