#MCCOTInterview {13}

Kirsten Kjaer Weis, the Scandi Makeup Artist living in NYC, New Ambassador of sustainable and natural beauty

Sometimes successful careers started thanks to fortunate coincidences. As the one of Kirsten Kjaer Weis, the talented Danish Makeup Artist who turned herself into a brilliant Female Entrepreneur and the Founder of the eponymous beauty brand KW launched on 2010, did. Happily raised on a farm in the green countryside, Kirsten discovered by chance, she had an eye for makeup. She had really no idea of this. She rather used to imagine herself as an architect. The owner of the spa she was working for, was right. This was her true path. Based in the Big Apple- a metropolis, she felt in love with- for many years, the country girl has now became a real pioneer on the beauty market: her brand produces and promotes not only Certified natural organic products but recyclable, recycled and lifetime packaging and a sustainable smart refill system. Let's meet a proud ambassador of Natural and clean beauty who takes care of your skin and of the environment.  A Scandi Hygge enthusiast who shows us the way towards a more conscious way to glow. 

By Hélène Battaglia

Who are you?

My name is Kirsten Kjaer Weis, and I am the proud founder of conscious luxury make up brand Kjaer Weis.

How was it growing up on a farm in Denmark?

It’s funny, as at the time I didn’t really realize it was a working farm, as it was just my normal. It is only when I left that I realized how different it was and I feel so fortunate to be grown up in this space. I loved it; it gave me such a deep affiliation with nature and its beautiful bounty which I still hold dear to my heart.

When was your passion for make-up born?

It was a fortunate coincidence. I had always wanted to work in design, and thought I was going to be an architect. But then, the idea of studying for  over 7 years didn’t really appeal to me, and morever I had the travel bug. I then went to work in a spa where I was essentially an apprentice; one day the lady who ran it said to me – ‘I think you have a real eye for makeup’. And from there I went to study in Paris at  Christian Chauveau School of Artistic MakeUp and the rest as they say – is history!

How did you manage to become an in-demand makeup artist working around the world?

After studying at Christian Chauveau, I went to work in Copenhagen, Scandinavia and Germany as an MUA before moving to New York in 1997 where I did straight into working and signed with an agent. After working on many shootings and shows, I eventually became known for my ability to create beautiful skin. This is what I became booked for.

From green and peaceful Scandinavia to noisy and vibrant NYC. How did you manage this big change of life?

As I said, I always had the travel bug so I appreciated everything that NYC had to offer. But, at the same time, I have always remained true to myself and my Scandi roots. Mindfulness and the way of Hygge is always at my center so, although I may be located here, I am still a true Scandi at heart.

When did you decide to take the plunge and found your own beauty brand?

When I was doing makeup, I would often hear models asking me not to use a particular product because it would ‘break them out’, and it just seemed absurd to me that this was accepted as the norm. I went to look for natural alternatives but found that these just didn’t perform up to the par of ‘conventional’ makeup. This was my ‘aha’ moment. Where I realized the need to marry together the worlds of luxury and natural. The brand was launched with three products in 2010, but it was 7 years in the making prior to this.

Which are the key pillars of KW?

We do have a few brand pillars, but I think the crucial one and, almost all encompassing, would be Zero Compromise. Creating formulas and products that neither compromise on performance, design or sustainability.

KW is three words?

Luxury. Sustainable. Flattering.

How does it mean living a sustainable life in a metropolis like the Big Apple?

I always say that sustainability, both personally and within brands, is all about continuous improvements. It’s about being cautious how we consume and what we consume in all aspects of our lives. In cities, trying to live life in a sustainable way, is challenging. The majority of people live in apartments and so things like compost bins are a real rarity here – whereas in Denmark they are the norm. But there are steps you can take. I always think its best to look at one area of your life and start by taking steps towards to this. For example, you can look at switching to organic food, and then progressing to look at packaging and different alternatives. Innovation is always moving sustainability in the right direction and as time goes on, I expect there will be many more sustainable solutions that are easier than they have been in the past.

How did you come up with the idea of the iconic edition designed by French designer Marc Atlan? 

I was looking for a recyclable packaging but found that the recyclable materials of the time- typically looked it. I had a vision of creating a design piece but I wanted it to be sustainable. Finding a texture, a product, that could look luxury but could also be recycled. I had always been obsessed with designer Marc Atlan and was mesmerized by his Comme des Garcons perfume bottle. Every time I held it, it made me feel so overwhelmed with beauty and, I wanted that same feeling in my packaging. So I emailed him out of the blue and told him what I wanted; to my surprise, he replied and loved the idea! We started working together on the designs. I wanted something like a piece of jewellery and, two months later, he told me he found this metal that’s not recyclable, but it could be made to have a refill system. There were so many details to get right: the feeling of the metal and achieving that Mercedes click: it took two year all together. We, then, housed each of these compacts in a red luxe, textured paper box. At the time, this was because the silver compacts were so futurist it acted as a classical, recognisable element to the products. Several years later, this material then became compostable and we were able to add the ‘Red Edition’ packaging to our line. So that, customers can choose between this lightweight, recyclable and compostable option or the weighty, refillable keepsake.

What new is coming in Summer 2022?

Unfortunately, I can’t quite reveal that, but we have a lot of amazing innovation in our pipeline. We’ve also just launched The Beautiful Primer which is a real skincare make up hybrid which gives a radiant real finish.

The KW ‘never without’ products of your daily beauty routine?

I feel like all the products are my children but if I had to pick my favorites, it would certainly be The Beautiful Oil, which I apply every morning and night. It gives luminosity like no other. Then I would say The Cream Blush, I can apply this over my check and temples for a ‘post-yoga glow’, and also use it as an eyeshadow and my lips. The Im-Possible mascara then gives my lashes an instant and easy lift, with absolutely no clumps.

What about your funny claim: ’Everything we do is simple, except our name’?

All our makeup and skin care is designed to be gorgeously flattering and so easy to use. Our cream products especially can just be swiped on with the fingers and still give a beautiful look. However, our name is something that people always get tripped up on! I’ve also said that people learnt how to say Haagen Dazs, and, one day, they will learn to say Kjaer Weis. 

Being a female entrepreneur is quite hard and challenging. How is it being a Successful and Environmental Female Entrepreneur?

Thank you. Yes, it is challenging, and I think it’s important that this isn’t a ‘hidden’ part of being an entrepreneur. We had so many setbacks when I started Kjaer Weis, particularly for the formulations – as nothing had be done like it before. Now I am immensely proud of all we have achieved as a brand, but also seeing how the beauty industry is changing. Refills are becoming common place across big brand names and its truly wonderful to see.

All the pictures are Courtesy of Kjaer Weis 

Kjaer Weis

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