Refill revolution: Trestique brings refillable, one-stop makeup routine to promote repeat buys

Customer loyalty in color cosmetics can be elusive, but a makeup brand built around crayons and sticks has converted to a refillable model to give consumers a reason to come back.

Color cosmetics brand Trestique, based out of New York City, started six years ago built on the concept of a full makeup routine of stick and crayon-format products. Co-founder and co-CEO Jack Bensason said the idea behind the brand was to create a simple, single-brand makeup routine.

While it is common in the skin care market for consumers to purchase a whole routine under a single brand umbrella, Bensason said consumers were significantly less likely to do the same thing with makeup because retailers and brands were more likely to advertise their newest or trendiest product.

“Unlike many other brands, we’re not built around one hero product,”​ Bensason said. “In makeup, the customer behavior is very different because … the brand never gave them a reason to buy all the products under one roof. Our hero product is basically the makeup routine.”​

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