Introducing a new beauty brand that believes beauty isn't something you achieve; it's something you explore.
Good Weird was founded by Jon Wormser and Stephen Yaseen, who were inspired to create a cosmetics brand for everyone after realizing that most existing brands catered to specific demographics or identities.
The idea came about when Jon, frustrated with the lack of options for covering up a blemish, called Stephen, who is knowledgeable about beauty. Good Weird's mission is to redefine cosmetics for a new generation by creating simple, multifunctional, and effective products that can be easily incorporated into any beauty routine. The brand's products require no additional tools and can be applied in less than two minutes, making them accessible to those who are new to building a beauty routine or who have felt intimidated by the beauty aisle in the past.
Good Weird is launching with three multifunctional cosmetic products, each formulated with ingredients that benefit the skin: Back from Vacay Bronzer, Balmy Weather Moisture Stick, and Cold Brew Under Eye. The brand has also brought on Evan Mock as Creative Director to help develop future products and campaigns.
We spoke with Founders Jon Wormser and Stephen Yaseen to get the inside scoop on beauty's new trailblazing brand.
Describe Good Weird in 3 words.
Good Weird is universal, fun, and approachable. We make products that can be easily incorporated into any routine, applied quickly, and require no additional tools-meaning that those new to building a beauty routine or those who have traditionally felt too intimidated to explore the beauty aisle now have an accessible entry point.
-Jon Wormser, Chief Creative Officer and Co-Founder
You guys believe that beauty isn't something you achieve; it's something you explore. What is the thought process behind that philosophy?
We launched Good Weird with a goal to change the conversation around who can and can’t explore the beauty aisle. We set out to create universally simple, multifunctional, and effective products, so that everyone can explore beauty in the easiest way possible.
-Stephen Yaseen, Chief Executive Officer and Co-Founder
Why is it important for beauty products to be simple and multifunctional?
Because we created Good Weird for anyone and any routine, it was crucial to create products for every routine or concern. Our products can all be applied in less than two minutes and require no tools—meaning that they’re easy to use and incorporate into any routine. We also intentionally created products that double as makeup and skincare and work in more ways than one to support skin and enhance your individual look.
-Stephen Yaseen, Chief Executive Officer and Co-Founder
What made you guys tap Evan Mock as the Creative Director?
Since the early stages of Good Weird’s development, Evan has been a muse for the brand. Like Good Weird, Evan is bold and isn’t afraid to put himself out there while not conforming to the status quo. This made it a natural fit to bring Evan on board as our Creative Director. We’re excited to work closely with him to co-lead creative for future campaigns, brand initiatives, and product launches.
-Jon Wormser, Chief Creative Officer and Co-Founder
Explain why fresh, fun, and unique campaigns are important to the Good Weird brand.
We approach marketing and campaigns with a goal to meet our audience where they are and to cultivate a curious, inclusive community that celebrates individuality and self-expression. It's important that our campaigns reflect not only our brand ethos but the communities not represented currently in beauty. We're excited to share our first campaign assets soon. We want everything we create to embody what it means to be Good Weird: to celebrate all our wonderfully weird parts and welcome everyone to be themselves.
-Jon Wormser, Chief Creative Officer and Co-Founder
How do you want your customers to feel when they apply their Good Weird products?
When our customers use Good Weird products, we want them to feel like our products enhance their individual look and elevate their natural beauty. We want to make people excited to explore beauty and put their best face forward!
-Stephen Yaseen, Chief Executive Officer and Co-Founder
Learn more about Good Weird on their webpage. Follow them on Instagram @goodweird.
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