Company Performance Metrics
Layne Gray: FounderPast Role: Oracle, Director, UNIX Product Line Marketing
Women do not change their mascara often enough. And in this time of the coronavirus it has become starkingly apparent that we need to take a healthier approach to all cosmetics. GrayLane Beauty recommends changing mascara every three months yet offers memberships also every month or every two months. The company is a Pending B Corp., certified
Cruelty-Free, Parabens free, Vegan and offers mascaras that meet the Clean Beauty guidelines.
When a visitor comes to the GrayLane Beauty website they are invited to complete a quick, fun quiz. Based on their answers GLB recommends one of its Discovery Sets, each of which includes three travel-size mascaras that meet the visitor's preferences. The value is $30 yet with a promo code they can receive their Discovery Set for just $10. In approximately one month the new customer is invited to start their membership. So each time they receive their fresh mascara the member knows it's time to throw out their old one.
Currently all GLB mascaras are priced in the prestige category yet are luxury-level formulas and brushes all of which are designed and produced in Milan, Italy. Starting in 2021 GLB plans to launch a new product quarterly that either complements its mascara i.e. mascara remover, or has a similar short shelf-life like mascara does.
