Good Weird is aiming to be the brand new beauty hub for Gen Z customers, constructing a community for all people in the wonder industry and creating easy-to-use products that merge skincare and color cosmetics.

Founded by Stephen Yaseen and Jonathan Wormser and artistic directed by actor Evan Mock, Good Weird launches Wednesday with three beauty products: the Back From Vacay Bronzer, the Balmy Weather Moisture Stick and the Cold Brew Under Eye. The products are priced at $21 to $23 and can be found on Good Weird’s website. 

The brand targets “beauty outsiders” and the “cosmetically curious,” the founders said. 

Yaseen and Wormser, college best friends who come from customer data and brand strategy backgrounds, respectively, said they got the thought for Good Weird based on personal experience. Wormser explained roughly two years ago he wasn’t in a position to find the kinds of beauty products that he was on the lookout for following a breakout and turned to Yaseen to create a brand that addressed customers who didn’t know rather a lot about beauty. 

“We developed this concept around functional beauty and creating products which can be the handshake between skincare and cosmetics,” Yaseen said. “We actually just made sure that we construct a product line that meets the needs that I felt weren’t being served and chatting with and considering all genders in that approach. It’s really developed and change into far more than that initial idea.”

The founders explained they desired to create functional products that didn’t require tools and offered multiple uses. While the Cold Brew Under Eye is solely a skincare product, the Back From Vacay Bronzer also offers hydrating properties. The Balmy Weather Moisture Stick is available in three shades, one being clear for use as a moisturizer, and two others in a dusty rose and a terracotta hue to make use of on the cheeks and lips so as to add color to the face. 

Yaseen and Wormser will probably be working closely with Mock for the brand, which is the actor’s first enterprise in the wonder industry. As creative director, Mock serves as a muse for the brand, leads two brand campaigns a yr, helps develop the brand’s talent and community and works on product collaborations. 

“There may be an energy alignment with Good Weird, it just felt like a natural fit,” Mock said. “Like me, Good Weird is all about being daring and putting yourself on the market and never conforming to the establishment. I’ll tap into different facets of my life to assist inform my work and what I bring to Good Weird on this role. Stemming from my experience as an actor and model, I’ve developed a singular perspective that I’m excited to bring to the Good Weird universe — now in my day-to-day life, I’m on the lookout for easy skincare and wonder that makes me feel good, but doesn’t feel complicated or overdone.”

The brand targets Gen Z, however the founders said they hope it also appeals to other consumers which can be “underrepresented and never included in traditional beauty campaigns or beauty marketing,” Yaseen said.

“The concept is that we’re chatting with those which can be currently not being spoken to, so we’ve built a brand around that,” Wormser said. “Our overarching goal is to construct a community and get those people to feel accepted and included within the Good Weird brand world.” 

Good Weird plans to operate as a direct-to-consumer brand during its launch yr, and can explore other avenues where its customer base is. The founders produce other products within the works, but no concrete launch schedule planned, they said.

Inclusivity is the brand’s core mission.

“[Our goal] is being the genderless hub for private care and wonder trends for Gen Z after which hopefully broader audiences,” Yaseen said. “That is such an exciting time of expression and individuality that basically has been underrepresented in the wonder vertical for therefore long. We’re just really excited to bring this to the world. There’s a number of different avenues that this may go, but I believe we’re really going to take heed to our customer and have conversations and help them grow with us.”