Customized Cosmetics

If you can customize everything from sneakers to candies, why wouldn’t you be able to customize cosmetics?

By Sarah Emily Gilbert 

It’s no secret that the millennial generation is obsessed with individualism, and brands have taken notice. With NikeiD, you can customize your kicks, with My M&M’S, you can customize your candy, and with certain beauty brands, you can customize your cosmetics. The cosmetic industry has officially jumped onto the customization bandwagon and we’re not complaining about it. Almost every woman has spent time and money swatching her hand for the foundation or lipstick that matches her complexion. More importantly, almost every woman loves to look and feel unique. Below, Urban Agenda Magazine outlines companies that offer beauty products that are distinctively you.


The Prescriptives website reads: “Established 1979. Refreshed in 2011.” The cult brand was, indeed, refreshed when it became an exclusively online store that offers Beauty Print, an online custom blending session. Based on an uploaded image of yourself, Beauty Print identifies the undertones and shades in your skin tone. The findings are used to create a Custom Blend Foundation or Powder that can be shipped directly to your home. Custom Blend Foundation is $78 and the Powder is $58.

Pretty Please Nail Polish

Growing up, my friends and I used to dream about naming our own nail polish. With quirky names like OPI’s Taupe-less Beach or essie’s No Pre-nup who wouldn’t want to get into the naming industry? Pretty Please Nail Polish lets you play the name game any time you’d like. Sarah Alter created a nail brand that allows customers to select one of 31 nail polish colors and name it whatever they please. The personalized polish is the perfect gift for a bride-to-be or a birthday girl. The custom polish costs $12/bottle, with bulk discounts available for bottles ordered in the same color and label.


Kiehls is going back to its roots with its new Apothecary Preparations Personalized Skincare Service. Like the apothecaries of its past, in-store professionals mix up customized skincare for customers based on their skin type and skincare needs. The signature solution features a skin strengthening concentrate and two personalized complexes mixed together. Known to be a potent and effective treatment, only two drops of the formula need to be applied to the skin daily.

If you’re a lipstick-wearing kind of girl, you’re probably familiar with the Canadian lipstick company, BITE Beauty. Their products are readily available at stores nationwide, but a personalized pigment can be whipped up at one of their BITE Beauty Lip Labs in New York, Toronto, San Francisco, and San Jose. At these brick-and-mortar locations, customers sit down with Lip Lab artists to create a lipstick with a custom shade, texture, and flavor. A custom lipstick requires the customer to select one of 200 pigments for their lipstick, while a bespoke lipstick includes a shade custom-made for them by a lip lab artist. The cost of custom lipstick ranges from $55-$80, while the bespoke lipstick costs $150.

Bespoke shampoo is three steps away. The Function of Beauty website asks customers to build a hair profile that identifies their hair type and five “hair goals,” ranging from thermal protection to oil control. The fun really begins during the customization process when the products’ color, fragrance, and name are selected. The company offers several sets ranging from $36-$46 that are shipped free. The personalized formulas are also sulfate free, paraban free, toxin free, cruelty free, and made in the USA.

Eyeko London

Lengthen? Strengthen? Condition? It can be overwhelming to identify your lash needs and the right mascara to address them. Luckily, mascara editors exist and they’re waiting for you at the Eyeko London Bespoke Mascara counter at Saks Fifth Avenue in NYC. After a 15-minute consultation, the Eyeko specialist helps customers select a brush shape, bristle density, and formula from over 100 variations. Based on the customer’s preferences, they mix a personalized mascara that will make all your lash dreams come true. To complete the experience, the mascara is packaged in a chic black box with the customer’s initials on it. Each lash session costs $45 and walk-ins and appointments are accepted.

Unique Fragrance

As its name suggests, Unique Fragrance allows its online users to build their own perfume. After identifying the recipient as female or male, the user is guided through a seven-step process that allows them to select the character, scent, notes, and bottle for their perfume. During the process, the company suggests ingredients that work well together, but costumers are welcome to select up to six ingredients out of all 51 options on the website. The custom fragrances start at $79.90.