Prime Highlights
- Birdie Beauty plans to expand its presence by combining beauty products with Puerto Rican culture and creative storytelling.
- Founder Jailene Muler aims to grow the company beyond e-commerce through retail, collaborations and broader brand partnerships.
Key Facts
- Birdie Beauty was founded in New York City by entrepreneur Jailene Muler.
- Island Reset Eye Patches sold out during The Makeup Show NYC.
Background
Long-term strategies for growth have been put in place by Birdie Beauty as the founder-driven cosmetic company works towards expansion while staying true to its Puerto Rican heritage.
Founded in New York by businesswoman Jailene Muler, Birdie Beauty has positioned itself not only as a beauty product but as much more, combining the telling of cultural stories, creativity and community with its cosmetics.
Muler said the brand was inspired by her personal experiences and connection to Puerto Rico. The island’s colours, landscapes and creative influences continue to shape the company’s products and overall direction.
Instead of growing quickly, the company has chosen to focus on creating unique branding and developing products related to the company’s cultural background.
Glossy Pop Tinted Lip Balms, which have peptides and ceramides as main ingredients, and eye shadows that are inspired by the island landscapes, are some of the products offered by the company. The brand claims that all of its product development is based on creativity, usefulness and self-expression.
Moreover, Birdie Beauty has achieved recognition via participation in different beauty shows, collaboration with creators and active social media presence. As it is stated, during The Makeup Show NYC, Birdie Beauty’s Island Reset Eye Patches were sold out, which was a good step forward.
In future, Muler wants to develop her business by getting into retail, taking part in other beauty and fashion shows and collaborating with entertainers. Overall, the ultimate goal is to make Birdie Beauty a well-known brand that values creativity, culture and representation as well as to continue producing products inspired by Puerto Rican traditions.
The company claims that community engagement and product innovation are going to play an important role in further growth.
