CLE Cosmetics
Skincare and cosmetics made to fit into your routine, rather than demanding you adopt theirs.
About CLE Cosmetics
Lauren Jin started CLE Cosmetics based on the belief that there’s no single or right way to feel beautiful. Catering to “real womxn,” CLE offers self-care basics designed to elevate your natural beauty. Pronounced “clay” to signify the brand’s ability to mold to your life, CLE’s pared-down-yet-effective products are formulated using the latest Korean beauty technology and science. With standouts like the Vitamin C Elixir or Oxygen Foam Cleanser, CLE’s products can be used together as a unit or slotted into your existing beauty regimen: They’re made to work with any products, on any skin, in any environment, so you don’t have to disrupt your life to use them.
Why we love them
With a simple, straightforward line of products — the brand’s entire roster of offerings could fit into your makeup bag — CLE’s skincare and makeup are made to give a boost to your daily ritual. We think the Oxygen Foam Cleanser is a showstopper, giving you the benefits of both a deep cleanse and a flash mask. Massage it onto your skin, then let it sit for 30 seconds while it bubbles and oxygenates your pores. KCM’s Ciara loves the feel of the Vitamin C Elixir, which is super-lightweight and has helped even out her skin tone. We’re also fans of the Melting Lip Powder, which transforms from pigmented powder into an all-day lip tint or pop of color on your eyes or cheeks. Wear it light or layer to your heart’s content.
Meet Lauren Jin
After starting out in the fashion industry, Lauren Jin shifted to a field that merged self-expression with self-care. “I decided to pursue the beauty industry instead of fashion because I loved the intimacy of skincare, of touching your face every day and looking at yourself in the mirror, even if it’s for 30 seconds,” she says. Lauren has always had an appreciation for self care rituals, but she knew those rituals don’t have to be long or complicated to be effective. Inspired by women on the move, she set out to create inclusive, multi-use products that could fit into any person’s skincare and makeup routine. Below, we chatted with Lauren about the inspiration behind CLE and her vision for the brand going forward.
In Conversation with Lauren
KCM: What prompted you to start CLE Cosmetics?
Lauren Jin: My educational background is in fashion, particularly womenswear. During the end of my BA and into my master’s program, I was exploring the idea of the modern woman and what it feels like to be a woman in today’s society. My concept of this woman was constantly in transit, and I started to focus on her ritual and the time she takes for herself. We don’t really have an hour to get ready every morning, but creating time for yourself, understanding yourself, and embodying yourself were very central to my definition of the modern woman.
Has your approach to beauty always been focused on the ritual of it?
I’m not a morning person, but I always loved getting ready even if I just had five minutes before rushing out the door. I like planning and coordinating to create a certain look, like toning down red lips with a minimal outfit or going with an all-red look for something bold. Even if your look for the day is just a bare face, there’s intent behind that. My parents instilled the idea of ritual in me when I was growing up, and creating a well-thought-out routine for yourself is such a joy because you know yourself best.
How did you develop CLE’s brand identity?
My mom once told me that if you stare at a blank white wall for a long time, your imagination eventually fills it. That concept inspired our white packaging and also our products, which are meant to fit into your life, rather than the other way around. I know so many people who plan around their products when they create their routine, but our products are there to serve you. They’re flexible and adaptable, and they mold to the user like clay: The Melting Lip Powder is multi-use, and the CCC Cream changes to match your skin tone. You as the user are in charge.
