With underconsumption the latest fad in fashion—a movement that rejects fast-fashion excess by maximizing what consumers already own – one young beauty industry professional is bringing that concept into the heavily saturated beauty space. 

Savannah Meeks, who previously worked as a marketing associate in direction innovation at L’Oréal, has launched her own beauty brand called the Sule Collection. It is based only on the essentials one needs to build a tried-and-true makeup portfolio at home. 

Meeks says the idea stemmed from being the “go-to” beauty consultant among her friend group. They’d seek out her opinion about which makeup products to buy after feeling overwhelmed by the seemingly endless options available. 

“People feel like they’re pulled in many different directions, and many people feel like they consistently need to buy and keep up with the amount of launches being produced,” she said. “There are TikTok influencers telling me I need 40 products that amount to $800 that I don’t necessarily need.” 

Instead, with the Sule Collection, Meeks said she aims to build customer loyalty and address consumer pain points with a capsule collection. 

The first item from Sule will launch this spring—a  liquid lip balm in a rich brown and clear. The duo delivers the benefits of four products wrapped into one: a lip mask, balm, gloss and oil.

More products will roll out as the business grows, according to Meeks.

Marketing Rom-Com

Meeks will be leveraging TikTok for makeup demonstrations using Sule’s liquid lip balm. 

She also wrote and executively produced a rom-com-style short film series in which consumer ethos is the star, not the product itself. 

“[It’s about] how do we tell these stories in a way that resonates with consumers,” she said. “We’re taking our time to be very intentional.”

The ongoing film project will entail real-life scenarios in which women turn to their Sule Collection to beautify themselves and how confident they feel wearing what makes them feel like their best self, according to Meeks.

“We are a brand that speaks about stories and how makeup can drive a story forward without being the main character—because the people are,” she told Happi.