The Genderless Makeup Brand

2024 Author: Steven Freeman | [email protected]. Last modified: 2023-12-17 08:15

That inclusivity is the new norm is no secret, but although great strides have been made in terms of sizes and different skin tones, it is true that there is still a lot of stigma regarding men putting on makeup or being interested or even passionate through the world of cosmetics and beauty. Some brands, such as Marc Jacobs for example, have in the past launched unisex or men's-friendly makeup products, but we wanted to know more about Krash, a Spanish makeup brand that has been born since its origin with the intention of targeting all public, regardless of sex. We talked to its founder, Álvaro Kruse, about how it all started.

Álvaro, how did you decide to create your own makeup brand?

I've always been very entrepreneurial, but makeup was something that got out of hand, and even putting makeup on since I was 15, I felt I had a lot to learn. Two years ago, when I had already tried hundreds of products, learned about ingredients and the make-up itself, I felt it was time to jump into the pool and create something different that didn't exist in the industry yet. Makeup after all is art and creativity, and I've always liked expressing myself through painting, makeup …

In a sea of megabrands, indie brands, natural brands, etc. What does Krash Kosmetics provide? How is it different?

Krash Kosmetics is the first brand to break the gender barrier in Spain, proclaiming itself the first non-gender brand. We have put boys in beauty displays on large surfaces, creating a safe space for all those boys who wear makeup but are afraid of being judged. More than a brand, it is a philosophy of 'be and let be', where you can create hundreds of looks in total confidence.

What is the story behind the name?

We knew from day one that, being so revolutionary, we were going to be like a hit in the beauty industry. One day, back from a trip to New York, I thought: "Something that symbolizes a hit, a crash, but with my touch." Crash + the K of my last name on the internet: Krash Kosmetics.

Do you have a favorite product in your line and why is it?

Choosing a favorite product is how to choose a favorite child, these are things we all think about but none of us say hahaha. Although I must admit that something immovable in my routine is our illuminator The Klow in the tone 'Karmen'. Do you know that we sell 1 every 2 minutes? Crazy!

What future do you foresee for the world of beauty in the coming years?

For our part, we want to continue moving the waters so that diversity is the protagonist in beauty, and we hope that all possible brands will join us in the movement.