TALLULAH cosmetics founder Amy Wheeler harnessed a touch of vanity and a daydream to name herself the CEO of her very own cosmetic brand . Today TALLULAH has one hundred retail partners in the United States, Canada, and the UK. Amy has developed a unique mineral lip gloss line, the worldʼs first lip cleansing pads, and the original luxury brand vegan lip balm. Amyʼs blueprint for remarkable beauty products is a fine tuned balance between what the current beauty consumer is looking for and the factors that make a product work effectively.
“The allure of cosmetics called to me at an early age; it was cultivated by my grandmotherʼs ivory powder and my motherʼs moss colored eye shadow. This passion for cosmetics and the women who adore it led me to pursue modeling where I was able to soak up knowledge from makeup artists and have my face painted with the latest runway looks. Although the shimmer and shine of modeling never sent me packing for a fashion mecca, it played a much more important role in my life as a stepping stone on a dream journey that became TALLULAH COSMETICS.”
Uncertainty over whether dreams really would come true and a love for young children led Amy to become a first grade teacher. By day she taught children to feel good about their individuality and by night she stayed true to her own by doing runway shows and photo shoots for commercials and print.
On an evening photo shoot for a skincare lab Amy was introduced to the worst lip gloss in the world with an application that didnʼt last long enough for the shoot to wrap up. After the shoot she talked with the labʼs chemist about ideas for a long wear lip gloss.
“It was that post photo shoot conversation that turned a certain cosmetic chemist into my mentor and me into a believer of my own dreams.”
With a 30 year cosmetic veteran behind her Amy now had the confidence to turn 20 years of consumer/modeling beauty knowledge into the formulation and manufacturing of her own lip gloss line. The formulation of the glossary mineral lip gloss line was executed with Amyʼs core belief that their must be a fine tuned harmony between brand, formulation, and function of a beauty product. The glossary formula would boast a unique humectant mineral combination where the natural moisture preserving power of micro-minerals coupled with the moisture drawing properties of a humectant create a powerful “absorb and preserve” mechanism for full, flawless lips that last for hours.
“My dream is realized and strengthened each time I hear a school girl, mother, grandmother or daughter say she adores TALLULAH products.” -Amy Wheeler
