Eyelashes have been one of the fastest growing areas in the cosmetic industry with double-digit growth year after year. There are many other examples from all over Asia but London-based PAPERSELF’S are amongst the most exquisite. In the following interview PAPERSELF explains how the brand has developed and what makes the brand “extraordinary”.
Please tell us briefly your company’s story on how it began and which beauty market sectors it serves?
In 2009, a group of ambitious designers founded PAPERSELF in London, aiming to explore the beauty of paper in an innovative way.
First of its kind and patent protected, these lashes are an enchanting spin on the false lash. They can be customised and adapted to work for any occasion. Different to a normal lash, PAPERSELF lashes can be cut and played with for up to 5 separate wears, with endless combinations to create different make-ups.
With this combination of special paper and innovative design PAPERSELF became the world’s leading paper-art brand for lashes. Now International Intellectual Property Right Protected and Patent Protected.
What do you think are some of most interesting aspects of the particular beauty sector you serve today? What are the challenges?
Beauty chain stores and brands are two of most interesting and also challenging sectors we have worked with, and we always work hard to meet our customer’s expectation. The successful collaboration between PAPERSELF and Shu Uemura in 2014 is a very cheerful project for us. We are very open to different ideas and cooperation opportunities.
What makes your company’s products and services unique?
PAPERSELF are the Original Paper Lashes (Patent Protected in several countries including UK, USA, China, Korea, Japan, Taiwan, Australia…etc.) the special ‘J shape’ of the lash curve means that it will follow your lash shape, unlike any other lashes.
With this cutting edge paper and technique, PAPERSELF lashes are not only unique and beautiful in design, but also reusable, stronger, extra light, and slightly water-proof. As well as being incredibly light and comfortable to wear.
A-list celebrities such as Anne Hathaway and Rihanna have worn PAPERSELF lashes! As well as international Popstars such as Sammi Cheng(HK) , Joey Yung(HK), Christine Fan(TW), Minami Takahashi (JP), and Kim Jaejoong (KR).
Other features include Hollywood blockbuster ‘The Hunger Games’ (2012) and ‘The Hunger Games: Catching Fire’ (2013) worn by leading actresses Jennifer Lawrence and Elizabeth Banks.
Deer&butterfly, peonies, birds… What’s next? PAPERSELF London team will have a blast in Cosmoprof Asia 2014! Come and visit their stand at 1E-C4B1 (Hall 1E) from 12-14 November.