VIKE Beauty at IBE LA: launching a brand and elevating a category

By Deanna Utroske

- Last updated on GMT

Related tags Innovation makeup remover Indie beauty expo Skin care Color cosmetics Indie beauty

At last month’s Indie Beauty Expo event in Los Angeles, California, the beauty influencers known on InstaGram as The Vike Twins were showcasing their newly launched brand and category disrupting makeup remover mist. caught up with Alina and Inessa Vike at IBE to learn more about the brand’s first and future products as well as the advantages and challenges of being both beauty influencers and now brand founders.

VIKE Beauty launched at Ipsy Live in October of 2019. And to-date, the brand has only one product: a spray-on makeup remover.

“The reason why we created out brand,” ​says Inessa Vike is that, “[as influencers] we used to use makeup wipes and we found that to be so harsh to the skin and realized that it’s so bad for the environment.”

“We knew there had to be a better way,”​ she tells Cosmetics Design Editor Deanna Utroske. “So, we really wanted to evolve the makeup remover space.”

Why is a new makeup remover format needed?

The first product from VIKE Beauty “is a makeup remover spray. And you spray it directly on your skin—it’s safe for your eyes and lips—and it melts down your makeup and all you have to use is your fingertips to massage your skin. And then you rinse with water; it’s so easy,” ​says Inessa Vike.

The VIKE Beauty Makeup Melt​ not only replaces makeup wipes and other more conventional cosmetics remover products, it also gives the consumer options when it come to how, when, and where, they remove their makeup.

As Inessa Vike notes, retailers in the UK are setting guidelines to eliminate single-use wipes. And she believes there’ good reason to expect that the larger global beauty market will follow this president and that wipe alternatives will soon be in high demand.

And Alina Vike speaks to the flexibility of a makeup remover spray and the option it gives consumer to use Makeup Melt at the sink or in the shower without any fuss. “It’s definitely shower-friendly,”​ she tells Cosmetics Design.

What’s next from VIKE Beauty?

Alina and Inessa Vike already have plans to expand their new beauty brand into the color cosmetics category. And while they wouldn’t disclose just what sort of products are in the VIKE Beauty pipeline, Alina Vike did tell this publication that they “are working on a new product already….And, it’s going to complement Makeup Melt.” ​Watch the full Cosmetics Design video interview with The Vike Twins at the top of this page to learn more.



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement. As Editor of, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

Deanna will be traveling next to the Personal Care Product Council’s annual meeting; if you’ll be there too and have beauty business news to share, feel free to contact her at qrnaan.hgebfxr@jeoz.pbz

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