Sim­ple­hu­man Is Am­pli­fy­ing Ef­forts in the Beauty Cat­e­gory

WWD Digital Daily - - The Reviews - BY FAYE BROOKMAN

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.”

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