With Target’s imminent launch into Canada, we’re all eager for access to all the high-quality / low cost brands that helped build the superstore’s reputation as a great beauty and fashion equalizer. Our most anticipated? Sonia Kashuk‘s line of luxe beauty products and tools. From basic brushes and blushes to playful lipcolours and dramatic eyeshadows, beauty buffs should consider themselves warned. Your make-up case is about to get crowded (and cute!).
We had a chance to speak to Sonia at Target’s Toronto launch party. Bienvenue au Québec, Sonia!
You mentioned you love Montreal. Will you be coming in for the Quebec launch?
I hope so! They just mentioned Montreal and I said I would love to. I went to Montreal with my family, once, but it was very quick because we just went up to Tremblant. Is was the summer and the kids had so much fun on the zip lines and hiking. I would love to go back.
You were one of the first make-up artists to launch a luxury products at a lower price point. What inspired you to do it in the first place?
I think things in life are timing. At the time a lot of my peers, Laura Mercier, Bobbi Brown, Francois Nars, we were all make-up artists working and they were all opening their lines in prestige. Everyone was saying that I should have my own line but the marketplace was saturated. I was launching a book with Cindy Crawford and as I was spending time in Target stores and I found it overwhelming. I would walk up to a wall of cosmetics and there were fifty shades of red! I thought, why not bring the best of the best and make it affordable? Partner with a retailer so you can go from manufacturing to retail and bring the best in while keeping the price down. The key element for me was the make-up brushes. It was impossible to get an affordable makeup brush! It was such a niche area that no one had touched, and all of a sudden I became known as the brush lady!
What are your 3 must-haves for Canadian women for spring?
Shop the colour, for sure, because you’ll be blown away by the quality. The cosmetic bags are perfectly organized. I pay attention to every detail. And then of course, the brushes. Every single thing in this line is designed by me. I do the patterns on the bags, I design every brush shape. Yesterday I was in the lab all day doing new shades of foundation! It’s so much of me in this brand. I gave birth to my daughter right around the same time that I launched my first line with target. So it feels like it’s my other child.
And just before we finish up, what’s the lipstick colour we should all have for spring?
Hot pink! It was wine/berry in the fall and it’s going to be fuchsia pink in the spring.