Stila Founder Jeanine Lobell Launches Makeup Line

Stila Founder Jeanine Lobell is back in the makeup business. Her new 11-item line, Neen, debuts next month. Available through subscription only, Neen includes eye shadow, shimmer, cheek and lip color. 

Lobell, a long-time makeup artist and entrepreneur, founded Stila in 1994 and sold it to Estée Lauder five years later. Now, she's back with a brand that's her nickname.

But just because Neen follows the subscription model, that doesn't mean consumers have to go it alone. For a fee, Neen will include a postcard with QR codes, which launch the Neen app. From there, users can view makeup tutorials. The videos include targets on models' faces to show exactly how to apply the formulas. The subscription costs $12 a month ($10 a month for a full-year subscription). Each full-size formula costs $20. Eco-conscious consumers can buy refills or send it back and it will get recycled into playground bedding, according to Lobell.

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