Driven by vi­sion and in­tu­ition, Su­sanne Lang­muir, founder and chief cre­ative o cer of Bite Beauty, is trans­form­ing the cos­met­ics world, one must-have lip­stick at a time


How Su­sanne Lang­muir founded Bite Beauty like a boss

BITE BEAUTY HAS RULED THE LIP COLOUR CAT­E­GORY SINCE FIRST hit­ting Sephora’s shelves in 2011. But a beauty line that only speaks to one prod­uct cat­e­gory wasn’t the orig­i­nal plan. “I was ac­tu­ally work­ing on a full range of cos­met­ics,” says founder and cre­ator Su­sanne Lang­muir. Find­ing her­self with the chal­lenge of for­mu­lat­ing cer­tain items with­out sil­i­cones and syn­thet­ics (which is still cen­tral to the brand’s DNA), she switched gears, de­spite naysay­ing men­tors and a tick­ing time­line.

“Any­one I talked to in the busi­ness said not to make my prod­ucts in-house and not to just do lips, like that was the kiss of death,” she says. “I was so stressed. I was in the fi­nal stages, we had al­ready al­lo­cated [re­tail] space and I sent the email say­ing that I think we should drop all these other prod­ucts.” She re­vealed her big idea to re­ally sat­u­rate the de­clin­ing lip cat­e­gory, backed by a strong be­lief. “And Sephora’s re­sponse was ‘Let’s do it,’” she says.

Soon af­ter, the lip­stick mar­ket be­gan to bite back. “When you fo­cus on some­thing, I think you have a chance to be the best at it,” says Lang­muir. “Lip­stick was some­thing I al­ways iden­ti­fied with. I think ev­ery woman iden­ti­fies with a good lip­stick. It’s age­less, and it’s a small item.”

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