Why did you start doing makeup tutorials on YouTube?
I held out for a really long time—I could have been doing this shit way back in the day, you know? But I never wanted to give away my techniques or my secrets, and I wanted to keep myself a mystery. But I’m not insecure about that anymore—I’m doing videos and having fun with it. And no hate to anyone else, but all these big YouTubers do the same shit: glowy, bronzy, boring makeup, and I’m like, “Can we have something else, please?” So I’m stepping in. I only started posting videos in December of last year and my channel has blown up.
Why did you start your own makeup line?
It all stems from being unhappy. My music career had a lot of ups and downs, and it was really hard for anyone to take me seriously because I started out very electro and festive with my lyrics, so when I tried to be more serious people weren’t accepting. Long story short, my second album never came out. Then I said, “OK, either I continue this journey and go broke, or I take my life savings and start a makeup line.” So I risked it all. I made three liquid lip colors that I launched in November 2014 on Black Friday. I knew I wanted to do lips, because it’s my favorite thing, and at that time I was obsessed with liquid lipstick. But formulas from other brands sucked—they were too dry, too patchy, they crumbled up and looked horrible after an hour—so it took me six months in makeup labs to perfect my formula. I think that’s what’s gotten me so far so quickly, because the formula speaks for itself. We’ve never advertised anywhere, never had a commercial—it’s all word of mouth.
What inspired you to make the other unconventional colors you offer?
I asked myself, “What is lacking in this industry?” A lot of brands do the same boring-ass names, like dusty brown, or whatever. I wanted to be creative, and it comes from writing poetry and songs for a living, so it’s easy for me to come up with quirky, funny names that also match my personality. I created a white lipstick—no one had ever made a liquid-to-matte white color before—and I didn’t make it for everyone to walk around with whiteout lips, I made it for artists to mix with other shades. I’m trying to be a little more unconventional and do stuff that other people aren’t doing. But what I’ve noticed is that people are really all about nudes and dark reds, so I’m definitely going to fill that void, expand, and put out more colors this year to make everyone happy—but I’m also going to serve some weird shit, too. I’m going to be the first brand to ever make a neon yellow liquid lipstick, which will come out this summer. No one knows that, by the way, so there’s a little exclusive.
I love that!
Another funny tidbit is that recently Courtney Love, whom I named my lipstick Celebrity Skin after, DM’d me on Instagram asking for lipsticks and I about fucking died. At first, I was like, “Who’s trying to fuck with me now, is this some 15-year-old trying to play with my heart?” But I clicked it and it was a verified account and the message said, “Hey you, love what you’re doing. Would love to try your lipsticks.” And I was fucking screaming for an hour. We sent her the lipsticks immediately, and I was like, “Yasssss.”