The newest addition to the cosmetics scene comes from a recent college grad Sahar Rohani. Along with her two male co-founders (and former USC classmates), Aidan Maddox and Junyi Wu, Rohani is advocating for a different approach to beauty — refillable and subscription-based. They’re starting with mascara.
“SOSHE Beauty’s mascara is made differently by the entire brand and process,” she says. “I think the largest hurdle with refillable products is user experience. We designed the case to make the refill process as seamless as possible. We’ve made a mascara that is clean, effectively healthy and importantly, glamorous.”
Refillable makeup is not a new concept. Several other brands have
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