Julep, a brand initially focused on innovative nail care, has extended its offerings to include a range of beauty products. A notable aspect of their collections is the “Birthstone Collection,” specifically highlighted through limited-edition birthday boxes offered to customers born in June. These boxes feature nail polish shades inspired by the traditional birthstones for June: pearl, moonstone, and alexandrite. This article will explore the colors and formulations within Julep’s June Birthstone Collection, detailing the shades, their intended inspirations, and the overall approach of the brand to color development and customer engagement.
The Julep Philosophy
Founded by Jane Park and Kate MacDonald, Julep distinguished itself from other nail care brands by prioritizing customer feedback in the development of its products. The founders actively sought input from their customer base to create colors and formulations that met genuine needs and desires. This approach fostered a sense of community and resulted in a line of polishes that reflected current fashion trends while remaining accessible in price. Beyond nail polish, Julep expanded into makeup, skincare, and other beauty essentials, maintaining the same customer-centric philosophy. The brand’s unique naming convention, assigning a woman’s name to each shade, further emphasizes its celebration of individuality and female empowerment.
June’s Gemstones and Julep’s Interpretations
The month of June is traditionally associated with two primary birthstones: pearl and alexandrite. Moonstone is also sometimes listed as a birthstone for June. Julep’s June birthday box reflects all three, translating these gemstones into distinct nail polish shades. The collection aims to capture the essence of each stone through color and finish.
Shelly: Evoking Pearl and Moonstone
Shelly, described as a “wintermint crème,” is intended to represent the pearl or moonstone gemstone. The polish is noted for its smooth application and ease of use, achieving full opacity with two coats. However, the color proves somewhat elusive, appearing darker than the bottle suggests and presenting a challenge to accurately capture in photographs. While appearing mint in the bottle, the shade leans towards a soft, baby blue-green. The formulation is designed to be straightforward, avoiding any issues with smudging or goopiness.
Ming: A Sheer Orchid Inspiration
Ming is a sheer, wild orchid shade with a jelly finish. While the color itself is appealing, it presents application challenges. Its sheer and jelly-like consistency requires multiple coats – three were used in one instance – to approach the color seen in the bottle. The formula is described as thick and goopy, making it difficult to achieve thin, even coats. Despite these challenges, the polish offers a unique look, adding a subtle wash of color to the nails.
Heidi: Capturing the Magic of Alexandrite
Heidi, named after Heidi Klum who was born on June 1st, is the signature June color from the Birthstone Collection and represents alexandrite. This polish is a purple and blue duochrome, meaning it exhibits different colors depending on the angle of light. The formulation is thin and easy to work with, allowing for one or two coats to achieve desired depth and richness. The predominant color is purple, with subtle flashes of blue visible at certain angles. The polish is described as “beautiful,” “striking,” and “radiant,” successfully capturing the captivating color-changing properties of alexandrite.
Formulation and Application Experiences
Julep’s June Birthstone Collection demonstrates a range of formulations, each presenting unique application experiences. Shelly offers a straightforward and user-friendly experience, while Ming proves more challenging due to its sheer and jelly-like consistency. Heidi, however, stands out with its thin, easy-to-apply formula and captivating duochrome effect. The varying experiences highlight Julep’s willingness to experiment with different finishes and textures, catering to a diverse range of preferences. The brand also offers complementary products, such as top coats, to enhance the longevity and shine of the polishes.
Beyond Nail Polish: A Holistic Beauty Approach
While initially focused on nail care, Julep has expanded its product line to encompass a broader range of beauty essentials. These include skincare products like cleansing oils, masks, serums, and body lotions, as well as makeup items like eye pencils and lip glosses. This expansion reflects the brand’s commitment to providing customers with a complete beauty routine. The June birthday box, for example, included a Smoky Taupe Shimmer Gel Eye Glider, offering a coordinating eye makeup option alongside the nail polishes. The brand’s approach emphasizes easy-to-use products that empower customers to experiment with new innovations and achieve a polished look.
Customer Engagement and Promotions
Julep actively engages with its customer base through various promotions and giveaways. The June birthday box is one example of this engagement, offering a curated selection of products to customers celebrating birthdays in that month. The brand also utilizes social media platforms, such as Instagram, to share product information and connect with customers. Promotional codes, like the STB30 code offering 30% off, further incentivize purchases and reward customer loyalty. These initiatives demonstrate Julep’s commitment to building a strong community around its brand.
Conclusion
Julep’s Birthstone Collection, as exemplified by the June offerings, represents a creative interpretation of traditional gemstones through the medium of nail polish. The collection showcases a range of colors and formulations, each designed to capture the essence of pearl, moonstone, and alexandrite. While some shades present application challenges, others, like Heidi, offer a seamless and captivating experience. Julep’s commitment to customer feedback, innovative formulations, and engaging promotions has established it as a unique and beloved brand within the beauty industry. The brand’s expansion beyond nail polish into skincare and makeup further solidifies its position as a holistic beauty provider, empowering customers to achieve a polished look from head to toe.