Simplehuman Is Amplifying Efforts in the Beauty Category

With its new mirrors, users can pump up the volume to listen to podcasts, news and even makeup tutorials.

Simplehuman, the company that turned the trash industry upside down, is now looking to claim a bigger stake of the $1.1 billion beauty accessory business, as tracked by Statista.

Founded by Frank Yang in 2000, Simplehuman morphed even the most prosaic household items into technology marvels such as a garbage can that opens on command or sensor soap pumps for the home. By innovating household products, the company has amassed annual sales of $220 million.

Simplehuman will reveal its latest beauty technology iterations, The Sensor Mirror Hi-Fi and Sensor Mirror Hi-Fi Assist with Google Assistant, at this year's Consumer Electronics Show, which kicks off tomorrow in Las Vegas. CES has become a hotbed of beauty tech launches with companies such as L'Oréal, HairMax and Foreo using it as the stage to reveal devices. Simplehuman's new mirrors usher in the opportunity to pump up tunes while primping, as well as listening to a podcast or even following makeup tutorials.

Simplehuman dipped its toe into beauty five years ago with mirrors that have been upgraded over the years to include a feature called Tru-Lux light, which simulates natural sunlight for better makeup applications. There are nine sensor mirrors in the assortment. A common complaint of makeup mirrors is that they don't show what makeup will look like outside the home, an issue Simplehuman hopes to solve.

“Our company is devoted to making you more efficient. We started in the kitchen where there are a lot of routines and we started to expand and ask what we could do in the bathroom. Getting ready is a big routine and we decided a mirror could become the main tool,” Yang said. “Makeup and beauty became the main spin.”