It's Good, it's Weird, it's GoodWeird
Sophia Lucina— Hi, I’m so stoked to have you all here. I’ve been loving your brand for a minute now. So, give me the rundown.
Stephen Yaseen— Yeah, well I’ve always been super into skincare, and on the beauty side, one of my first favorite products was this tinted sunscreen. It kind of introduced me to the idea of having a beauty product that also acted as a skincare item, something with immediate payoff. That was my conduit into me realizing that beauty doesn’t need to be reserved for a subset of people.
Jon Wormser— I’ve always been one to experiment with beauty products, which meant stealing products from my mom’s makeup … I was always wearing things incorrectly [laughs]. But that led me into this world we’ve built where beauty doesn’t need to fit the heavily pigmented, complicated product … something that doesn’t require a bunch of tools to use. Good Weird was founded out of frustration with the current product offering.
Evan Mock— For me, my earliest memory of using beauty products has to be when I was growing up in Hawaii and applying Shiseido sunscreen before going surfing and being on the beach.
SL— I think one thing that immediately stands out to me about you guys is how you’ve infused pop culture into your brand approach. What’s that been like for you?
JW— Well, obviously when we’re serving consumers like Gen-Z, it would be remiss to leave out pop culture. I think some people might see our branding and ask, “Why are there skateboards and surfboards?” ... for me, that’s the antithesis of mainstream, we wanted to emphasize that Good Weird is all about embracing your own shit, not letting societal structures and norms set expectations for what you should do.
SL— For sure. I can tell you bring in a certain crowd of people, and it’s dope. If you could tell me, what was the first idea you had for Good Weird?
SY— Yeah, so we wanted to go forward with this idea of minimizing the footprint of a product by combining a bunch of steps together, so it’s the concept of infusing skincare and low-pigment beauty, for a “beauty routine in a bottle”. Operationally, that concept didn’t actually work at first, so we ended up focusing on the “white space” in the beauty world, for people who are curious about entering a world that might not feel so welcoming.
JW— And that’s been the fun part for Stephen and I. We’ve gotten to experiment with how much pigment goes into a product, how much of a serum goes into a product. We’ll chat like “Well, I didn’t see much of [blank] at the store,” or “I like [blank] concealer, but it’s really intense,” and be able to share our ideas towards creating something new. We really jive when it comes to product development.
SL— Especially because you guys don’t have a precedent to go off of. You’re building something that we don’t see.
JW— Right, we’re trying to create a new lane. If we’re going off the beaten path, then it’s important that our products reflect that.
SL— How has the process of creating a “genderless” beauty product been? Why is that important to you guys?
EM— There really aren’t any other options for everyone that exists, until now with Good Weird. It's important that all aspects of life are inclusive to all, but also, who doesn’t want to look good?
SY— I think that the products that are super pigmented, part of “transformative” routines … don’t necessarily have to do with gender, even so we wanted to make products that anyone can feel comfortable using. With anyway you identify, from a gender perspective, everyone deserves to have beauty products that are accessible.
SL— I see. A less intimidating approach, so to speak.
SY— And of course, historically, the cohort demographic for the beauty industry is overwhelmingly female. So it’s really about giving everyone an intuitive, simple product with a low barrier to entry.
JW— A big barrier to entry for me growing up was having to use all these tools. If you look at our products, there are no tools required. Additionally, the way we’ve named our products — yes, “Back From Vacay” is a bronzer, but the name of the product is more emotive. It’s less intimidating to tell your friends, “I use this Good Weird product, called 'Back from Vacay’, instead of 'I use this bronzer.'"
SL— For sure. These experiences “Balmy Weather”, “Back From Vacay”, aren’t gendered experiences. You’ll see other beauty products be labeled “Pure Seduction”, “Afterglow”, which evoke these sensual, intense, suggestively feminine experiences.
JW— And it’s not that we don’t like those words. But it’s all about making our products less intimidating. All of our stuff is buildable and sheer, so it can be another step in your routine, or it can be the main star.
SL— Evan, you’ve partnered with Jon and Stephen on creative direction. What's that been like?
EM— My job is to give the people what they want — do it with excellence and have fun doing it along the way. It’s been a great few months with Jon and Stephen, and the word is traveling fast.
JW— Evan was a muse to the brand before we even started working with him. He embodies the whole concept of “Good Weird”, he’s someone who can skate all day then wear a corset to a fashion show later that night. He also holds an amazing place in fashion and culture, and we wanted people in those spaces to feel open to trying the world of Good Weird.
SL— He’s someone that I can actually see reaching for these products, too. As the creative director, are you frustrated with any aspect of the current beauty climate?
EM— Yes, I think the general public’s view of what beauty is, needs to change. People need to realize that beauty comes in all shapes and sizes; it's also subjective.
SL— Subjective, yes. My last question for all of you — what’s something you’ve been recently thinking of as very “Good Weird”.
SY— Oh, yeah, let me think. Definitely what we’ve been posting on Instagram, the 90s vibes are very Good Weird, like those AI-generated yearbook photos.
JW— I’m trying to think of any moments from fashion week that stood out, even.
SL— The model dressed as the giant fur ball at the Christian Cowan show is very Good Weird, the smiley Collina Strada show — all of it.
JW— Exactly.
EM— Japanese denim, pickled mango … eating sunflower seeds with the shell still around it.
SL— Yes, heavy on Japanese denim. Even pickling your own vegetables?
JW— Any brands that feel like a nod to nostalgia. JNCO for sure.
SY— Anything that brings you back, anything that feels welcoming.
JW— Dippin’ Dots!
SL— Oh my gosh, and those spiky, jelly pens. I just saw a ring that was made out of that rubbery, jelly stuff. Well, you guys have created this great community, and I’m so excited to see where it goes. Thank you for taking this time.
SY— Thank you!
JW— Thank you.
EM— Thanks!
