When a beauty brand comes along that has the likes of Rosie Huntington-Whiteley and Miley Cyrus hooked, you know it’s going to be nothing short of amazing. Add to that the fact that its makeup is cruelty-free, non-toxic, clean, and ethically sourced – not to mention unbelievably chic – and you can pretty much tick every beauty box.
We’re talking about Róen – a luxe, high-performance makeup brand that not only has a conscience but also boasts innovative products, decadent formulas, and seriously on-point packaging. It’s little wonder Huntington-Whiteley has been known to pinch a product on two on set…
Now available in the UAE thanks to Powder, we’re filling our carts with opulent, pigment-packed eyeshadow palettes, high-shine liquid lip balms, and stunning, shimmery shadows that glide onto skin like silk. In this exclusive interview with Savoir Flair, CEO and co-founder Tiffany Thurston Scott and celebrity makeup artist Kate Synnott talk us through their favorite products, the story behind the brand, and why the Middle East is bound to be just as hooked as its A-list following. Listen in.
Tiffany Thurston Scott – CEO & Co-Founder
What inspired the creation of Róen?
It came from my obsession with luxe beauty products – I’m a huge fan of Chanel, Dior, and many of the gorgeous iconic brands. Also, my passion for health and wellness. I grew up in Utah – a mountainous area surrounded by beauty and nature. When I moved to Los Angeles for my formal education, I fell in love with the glamour and beauty so prevalent in that culture and it inspired me to create a beauty line that was clean, luxe, and glamorous. My favorite things!
How does it feel to be launching in the Middle East?
Honestly thrilling! I have always been enamored with the unique qualities of the Middle East. The women have an exotic beauty that is alluring. I am especially excited to be launching our innovative, hero eye shadows in the region. Our one-of-a-kind formula, integrated with sustainable mica, has made Róen a cult brand in the US and in many other areas of the world.
Makeup is a huge category in this region. What makes Róen stand out?
One of the main differences is in our products. While clean, they are glamorous and luxe and do not sacrifice performance and wearability. Consumers are aware that clean alternatives exist, but many women want clean that still evokes a sophisticated, glamorous feel that is also high performing. I believe that is why Róen has been so successful with so many women.
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Do you think the industry is doing enough when it comes to safe, clean products?
The beauty industry has undoubtedly been behind the curve when it comes to sustainability, transparency, and the introduction of cleaner alternatives. Consumers are getting smarter and demanding to know what’s in products they use. As consumers continue to invest in their education, it’s become evident that there’s a real need for clean formulas that can maintain the luxe, allure, and glamour of beloved iconic brands.
It’s become evident that there’s a real need for clean formulas that can maintain the luxe, allure, and glamour of beloved iconic brands.
From testing on animals to unethically sourced mica, single-use packaging, and products created with harmful ingredients such as talc and parabens, the industry is slowly changing. Brands are recognizing this as a major opportunity to develop products that the conscious consumer can feel good about.
Transparency and education are the most significant tools for brands during the shift from mainstream to alternative beauty, and an open dialog around ingredients, formulas, and partnerships — between brand and consumer — is vital for the success of clean products earning more retail space. Marketing our cult products, which rival mainstream iconic favorites, is no small feat, but as consumers continue to question what’s in their makeup bag, the opportunity for clean brands to make a large splash is becoming increasingly apparent.
If you could only pick three products to have in your makeup bag, what would they be?
I wear other brands, of course, but my top picks would be our ‘11:11 Palette’ because it’s effortless and stunning. I just apply it with my fingers which is easy and gives the best color pay off. I also love the ‘CAKE Mascara’ because it’s very buildable and you can wear a little for the day or a lot for a glam night look. And our ‘Kiss My Lip Gloss in Charlie’ – it’s the perfect all-day shade and is super hydrating and nourishing.
What’s your top beauty tip?
Keep skin healthy so that you always have that natural glow. I like to use a face oil when I get out of the shower and before I go to bed. Especially one that includes squalane and rosehip oils. Squalane is a natural substance produced by our own bodies; however, its concentration goes down as we get older, meaning it’s important to find ways to add it through foods and topically. Rosehip oil is high in vitamins A and C. Vitamin A, or retinol, encourages skin cell turnover. Vitamin C also aids in cell regeneration, boosting overall radiance. Róen may be introducing one in the near future… hint, hint!
What’s next for Róen?
We are growing! Our resident R&D consultant/educator, celebrity MUA Kate Synnott and I have developed more innovative products for 2021. Kate brings a roster of her famous celebrity clients like Nicole Kidman, Jessica Biel, Cara Delevingne, and so many others.
These include some crossover skincare products that I can’t wait to share. We also have two new hero palettes coming out that have stunning shades. We are constantly in product development and my focus is on easy-to-use hero products that you can use every day but also easily transition to evening. We are always improving our formulas to be as clean as we possibly can.
Kate Synnott – Celebrity Makeup Artist
You get to try endless amounts of products. What drew you to Roén specifically?
I’m a big lover of clean beauty, especially with skincare. Honestly, I didn’t think it was possible to have the same standards of clean beauty when choosing an eyeshadow until I came across Róen. As a celebrity makeup artist, I’m not willing to compromise the payoff of the products just to be clean, but at the same time, I do always think to myself “what is in these eyeshadows I’m putting on my eyes every day?” When you use the Róen formulas, there’s no going back, and the major bonus is knowing that you’re not using any nasty chemicals on a daily basis!
What’s the most important thing to you, as a makeup artist, when it comes to products?
How they last on the skin is the most important thing. I only use makeup that has built-in skincare. A lip gloss or eyeshadow can look nice when you first apply it, but if it doesn’t have nourishing ingredients to keep those areas hydrated, it can dry out the skin and leave you looking dull, tired, or irritate your skin or eyes.
What’s your go-to Roén product?
The ‘75° Warm Eyeshadow Palette’ is my favorite. It’s summer in a palette. I love warm, golden shades all year round to give me a summer glow!
Any top tips to use the products in ways we may not have thought of?
I think using your fingers is best with this formula. Don’t be afraid to use pressure on the shadows – that helps to loosen up the formula for a silkier application. You can swipe across the eyelid for a natural look or keep building for a more dramatic effect.
Róen ’75° Warm Eyeshadow Palette’
What’s the biggest mistake women make with their makeup?
I think lack of knowledge and an understanding of how products work. Makeup is so powerful and can take you from feeling dull and tired to feeling incredible in a matter of minutes! It’s definitely worth spending the time educating yourself on what works best for you.
What’s the biggest challenge you face as a makeup artist?
I think understanding different personalities and adjusting the makeup to suit each individual client can be a challenge, but is also it’s the most fun part about being a makeup artist as well.
What advice would you give to women in the Middle East who have to contend with extreme heat/humidity/AC?
Use a water-based foundation is better for the heat and humidity, and stock up on blotting papers! Blotting papers are amazing for removing the excess oil before touching up your makeup. I use these all the time on set under intense lighting. Always pick makeup that has skincare built-in – it helps keep the skin hydrated and makes your makeup last!