IT’S ALL GUCCI
I am proud to introduce my dear friend and makeup extraordinaire, Gucci Westman to the KIND.EST community!
Gucci and I met nearly 17 years ago on my very first GQ shoot. Even then, Gucci was wildly famous. Barely of age to buy a legal drink at the time, one can imagine how intimidated I must have felt to step onto a major publication’s set with Ms. Westman (the mastermind behind Cameron Diaz’s famously bright and fresh faced makeup ... I mean, c’mon!) Thankfully, I needn’t worry. Gucci made me feel right at home, chatting about a very cute British boy she had just met (David Neville, co-founder of Rag & Bone and her now husband), and painting my face in the most beautiful sun-kissed healthy pinks and nudes. I was smitten.
"I WANT TO MAKE JOYFUL PRODUCTS THAT MAKE YOU
SAY ‘OOOH!’ WHEN YOU SEE THEM AND MAKE YOU
FEEL LIKE YOU JUST HAVE TO TOUCH IT.”
- Gucci Westman
Over the years, Gucci has expanded her ambitions from remaining one of the world’s best and sought after makeup artists to creating a consciously formulated and stunningly luxurious makeup line. For the girls (like me!) who seek to get ready in 3 minutes with no more than 3 different products … Westman Atelier is the answer to your radiant and fuss-free makeup dreams.
Watch our conversation below as we discuss why being Established Kind is All Gucci.
“GUCCI WANTS ALL PRODUCTS TO FEEL
LIKE A FRIEND IN YOUR CORNER.”
- Westman Atelier
WHY IS WESTMAN ATELIER ESTABLISHED KIND?
Westman Atelier was founded by Gucci Westman and her husband, David Neville (co-founder of Rag & Bone) and officially launched in July 2018. The brand has grown from a dedicated team of 6 to 30+ in just under two years. The energy is very much like a family business - personal, warm, and thoughtful, from the naming of each product to the choice of charitable projects.
Westman Atelier's clean beauty mission was born out of Gucci's desire to find what she felt was missing in the market as a woman and as a professional makeup artist - beautiful, high-performing, truly exceptional makeup that could stand up to any of the major luxury brands in her kit — but was also completely clean, safe, and transparent about its ingredients. Gucci is incredibly passionate about the fact that we all deserve to know: what we're putting in and on our bodies is safe.
Westman Atelier has a rigorous ingredients 'no' list (see below) for the labs they work with, while also employing a well respected independent green chemistry advisor to review all formulas from conception to final product, and even the choice of wording, to ensure accuracy.
In terms of formulas, Westman Atelier uses natural and plant-based ingredients wherever possible. If a synthetic ingredient is necessary in a specific instance, they make sure it's thoroughly safety vetted and approved. (A synthetic may at times be better for sustainability of a certain crop, for instance, or a better choice than a 'natural' ingredient that's known to be a common allergen.) The brand is always completely transparent about their formulations, which meet the EU's rigorous standards for clean beauty.
Westman Atelier’s products are also kind for your skin—they contain skin-nourishing treatment ingredients at active levels, which is why a lot of women with high sensitivity, eczema, and psoriasis write to the brand to say that this is the only makeup, (especially the only foundation!) they've been able to use in years. The makeup is meant to spark genuine joy to your life, from the packaging to the fact that the products are incredibly easy and quick to use, and even the way they make your skin feel. Gucci wants all products to feel like a friend in your corner.
Ingredients “NO” list:
- Parabens
- Sulfates
- PEGs
- Phthalates
- Formaldehyde donors
- BHA and BHT
- Mineral oil
- Retinol
- Gluten
- Silicones
All of Westman Atelier products are cruelty free.
Gucci is also passionate about giving back and supporting charities that are meaningful to her. Giving back is a cornerstone of the brand. Westman Atelier 2020 projects include:
Partnering with The Good+ Foundation to donate 100% of the proceeds of the best-selling Vital Skin Foundation over a 2-week period last year to support families in need during the first wave of the pandemic.
Donating 100% of the proceeds of Baby Cheeks blush from Mother's Day weekend to Every Mother Counts, with a focus to helping their efforts for women and children around the world during the pandemic.
In December of 2020, the brand launched their “Natural Beauties” campaign, a charitable project that highlighted 13 exceptional men and women who are impacting the world we live in through initiatives like sustainability, clean energy, activism, photojournalism, and more. The brand collectively donated 65k to chosen charities through this initiative and gave each individual's chosen charity as much visibility as possible.
Three words to describe your brand: Luxurious. High-Performance. Clean.
Mission Statement: We believe in consciously crafted beauty. That means luxurious, high-performance makeup formulated with clean ingredients and no-compromises integrity that's good for you and for the planet. It means balancing perfect shades and buttery formulas that melt into the skin with plant-based actives and cutting-edge science. And it means a passionate commitment to researching, reviewing, and reassessing our safe ingredients as new information comes to light.
We believe makeup should do more than enhance — it should calm, replenish and balance. We work only with formulators we know and trust and we rigorously research what goes into each product. That means we’re always learning and evolving.
