There’s a good chance you haven’t heard of Frankie Rose cosmetics, whose first major release in Sydney last year was a pink lipstick called “Hollywood” which featured a picture of actress Scarlett Johansson, a reference to the movie “Hitchhiker’s Guide to the Galaxy”.
“I was inspired by the movie ‘Hitch,” she said.
“The characters have to go through the same sort of trials, but with no end in sight.
They just continue to go on.”
“Hollywood”, which is named after the actress, was the first of four new products in the range.
But there’s a lot more to come.
“I’ve been looking at other trends that we’re seeing around the world,” she added.
“We think that it’s time for us to take a different approach to creating products and marketing.
I think that will help us to be successful in the long run.”
Ms Rose said the new products were all aimed at younger consumers, who were often more sensitive to color and more likely to have acne and skin issues.
It’s the kind of bold approach that’s helped to attract an international audience.
“There’s a generation that is very sensitive to colours, they’re used to being covered up and we think that’s the new norm,” she explained.
But there’s more to the company than lipsticks.
Her company also sells hair products and cosmetic brushes.
Ms Joost, who started her career as a makeup artist, said she’d never been involved in the cosmetics industry before.
She’s been involved since the age of 16, starting her own makeup line at the age 18 and eventually selling the company to New York-based cosmetics company, Fendi, in the late 1990s.
“[The new products] are about creating a line that’s not just for girls, they are for everybody,” she told ABC Radio Sydney.
So far, the new range has sold more than 1 million products in Sydney.