I originally founded CAGGS in 2022 as a lash brand with the ambition of changing the way we see beauty within the beauty industry. I launched six different lash styles because I felt lashes could connect with anyone starting in makeup to professionals within the industry. I aspired to build a community of anyone & everyone passionate in makeup through my lashes as I knew a vast amount of brands in the industry lacked diversity and realism in who wears makeup.
I first began a career within the industry my sophomore year at Stevenson University. I started working as a Beauty Advisor at Ulta Beauty & I bought new products consistently (thanks to my discount) to practice applying on myself & my best friend in my dorm room. People across campus started to recognize me as “the girl who’s good at makeup” as time went on. By the time my junior came around, I was promoted to Lead Cashier at Ulta Beauty for my progression in makeup knowledge & skill. It did not take long for others on campus to come to my dorm room before a night out to get their lashes put on, help with a “makeup emergency,” or simply an encouraging space to learn or try makeup. Those who frequented my dorm room & Ulta varied completely, yet we all bonded through one thing: makeup.
By the end of my junior year, I began doing full faces of makeup for friends & acquaintances for free in my dorm room because I genuinely wanted to gain a better skill set in makeup application with different faces & skin tones. However, I realized there was a common theme among everyone who would come to my dorm room: brands were still missing the mark on representation. I cannot count the amount of disappointed faces I’ve seen when a brand launched a new product that simply did not cater to them. Whether a brand had limited shades or only advertised to a certain demographic, there needed to be progress. I began to brainstorm the possibility of launching a brand of my own, but it would remain an idea for a few years.
Close to graduating, I decided I would take on clients for a fee instead of for free. Unfortunately, the pandemic broke out. To say this was a difficult time to start as a freelance makeup artist is an understatement. I took the idea of launching my own brand more seriously, but I wanted to ensure I took my time. I launched two years later on May 13, 2022, & I was proud to build a brand that I knew could connect with any & everyone interested in makeup.
To be transparent, I felt a disconnect from CAGGS as time went on. I thought about why I started CAGGS, how my passion for makeup came about, & what I value about the power of makeup. In this process, I realized what was missing from CAGGS: community. I lost that feeling I once had in my dorm room & with helping clients because I became so focused on lashes that I forgot about why I started CAGGS to begin with. That’s when I knew it was time to rebrand.
So, what’s new with CAGGS’? A lot! The branding still consists of our iconic logo with dark teal coloring yet with a new fresh & preppy look. I want to focus primarily on building a community through content before offering products again because I want to ensure I fulfill CAGGS’ mission: educating & inspiring those passionate in the world of makeup to connect any & everyone who wants to learn, share, & connect with makeup. I hope you enjoy the new & improved CAGGS.
XOXO,
Alyssa
(Founder of CAGGS)
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