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The Minimalistic Beauty Brand That’s Taken Over Instagram

03.12.2021 — The Frenshe Editors

After a year of spending so much time at home, glamour and makeup have not been at the forefront of our priorities. On the other hand, being on camera for Zoom meetings and the occasional socially-distanced venture does make the average person want to touch up their look a bit. Because of this, minimalistic beauty is a focus now more than ever, and you need the right products to enhance your natural features, rather than cover them up. We spoke to Remi, founder of Freck Beauty, whose brand has taken over social media and helped spotlight the more minimalistic side of the beauty space. Ahead, learn more about why people have shifted gears when it comes to beauty, plus Remi’s go-to products that we should all have.

FRENSHE: Can you tell us about why you started Freck and how the idea came to find?

Remi: I grew up in dreary Seattle, and I don’t know if it was the lack of sunshine or out of rebellion against the 90s grunge look that was popular at the time, but I became obsessed with freckles! I mean OBSESSED. I wanted my entire life to be freckled, including the make-believe characters I dreamed up as a kid. 

I studied branding and marketing in college and quickly started a career as an interior designer in LA, but the idea of a freckle cosmetic never stopped lingering in the back of my mind. After a rocky start (I launched a Kickstarter campaign for what was then called Freck Yourself, missed our goal, and somehow became the butt of a Jimmy Kimmel Live joke), I launched Freck Beauty in 2017 with FRECK OG – the world’s first freckle cosmetic! Fast forward 4 years and we’ve since expanded the brand into a one-stop-shop for both skincare and color cosmetics. And although we’ve grown so much as a brand (we actually just launched into Sephora this month so go check us out!), we’ve always stayed true to creating clean beauty products with an attitude that we know our Freck Beauty community will love. 

F: What’s your mission with Freck?

R: Our mission from day one has been to create bold products for anyone who cares about ingredients, respects the process, and doesn’t care about the rules. We love listening to our community and are constantly evolving to make the best products we possibly can. We actually recently expanded our freckly family and launched FRECK NOIR – a deeper and cooler version of OG and XLwhich has been a forever goal for the team and me! It’s all about really perfecting and tweaking our product line to give our customers high-performance products that they can count on. 

F: People are focusing on minimalist beauty now more than ever, why do you think this is?

R: I love the idea of buying products with multiple uses and really paring down your routine to just the real gems! Our LIL PRICK Cactus Seed Dry Serum for example, which is packed with nourishing ingredients like prickly pear, marula, and sweet almond oils, is great for your face, hair and I even put a little on my eyebrows (prickly pear seed oil is awesome for hair growth). I think people are getting tired of the 17-step routines, and are looking to simplify their lives with only products they truly love! 

F: If you could describe the Freck customer, how would you? 

RB: For a long time, a majority of the Freck Beauty customers were Gen Z creatives that loved to experiment with their look (love you guys!). But our customer has definitely become broader, and we are stoked to get our killer products into the hands of more people! 

F: What’s been your favorite product to launch so far? 

R: Oh man, tough question! I think the process of formulating our CHEEKSLIME Lip and Cheek Tint and seeing the product come to life was pretty incredible. And it instantly became our second best-seller right under FRECK OG! It’s infused with liquid plant collagen and is super buildable, blendable, and effortless. Plus once the slime-like formula dries down, it stays put, which is great for all the masks we’ve been wearing. 

F: If there’s one Freck Beauty product that all of us should have at our desk, what should it be?

R: CHEEKSLIME for sure (in both colors)! I always add a little extra slime to my look around 4 PM for a midday pick-me-up. I add it to my lips, cheeks, and sometimes my eyelids, and I instantly look like I’ve had a good 8 hours of sleep!

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[Images courtesy of brand]
The Frenshe Editors