How Guide Beauty is Reinventing Makeup to be More Accessible

The cosmetics world has seen some of the largest growth of any industry over the last decade. Today, the market value sits at over $532 billion dollars. By 2023, it’s expected to hit $805 billion dollars. To put that in perspective, that’s more than the fitness, gaming, and movie industry combined. 

With more consumer interest than ever, the beauty community has grown to be more inclusive. Brands have begun offering larger shade ranges, formulations for every skin type, and marketing campaigns that include all genders and ages. 

But what’s lacking most is accessibility. 

For a person without disabilities, being able to pick up a thin eyeliner brush or opening a small clasp on an eyeshadow palette isn’t a conscious thought. For someone with a disability that affects fine motor skills, it makes their morning routine nearly impossible. And for industry-leading makeup artist Terri Bryant, it was detrimental to her living. 

She first started to notice her dexterity changes on a photoshoot over 10 years ago. Having already worked as a professional makeup artist for over a decade alongside some of the most iconic brands, applying makeup was like second nature. However, this day, she noticed she was taking unusually long on her model. Bryant recalls her shaky hands, among other symptoms that affected her work. 

Five years later, Bryant was diagnosed with Parkinson’s Disease. 

“It wasn’t just my livelihood, but it was my creative outlet and the way that I’ve connected with women and men over the years,” she told Allure.

With her changing abilities and an industry that doesn’t offer many solutions, Bryant was determined to not let her diagnosis affect her career. Because her traditional tools no longer worked, Bryant met with experts to help assist. Her research led her to create her own cosmetics line, Guide Beauty.

Officially launched on Feb. 25, Guide Beauty’s first collection includes three products: Lash Wrap mascara ($26), Brow Moment eyebrow gel ($26), and Guide Eyeliner duo ($50).

“We’re creating universally designed products that make achieving precision level artistry better and easier across a wide range of skillsets and abilities,” said Bryant.

Their brow gel, Brow Moment, is offered in three long-wearing shades and its cap is designed with a knob that users can grip for extra precision. Additionally, their tubing mascara is in similar packaging for mess-free application. While Guide Beauty was specifically designed with differently-abled people in mind, they suggest their products for anyone looking for added control in their makeup routine.

Unlike anything on the market, Guide Beauty’s inaugural launch also included a unique eyeliner tool perfect for those with shaky hands. The Guide Wand has a thick, lightweight handle with a flexible plastic hook at the end. Bryant says the applicator adds stability while reducing how long it takes to apply. Guide Beauty’s website offers video tutorials demoing the products – something Bryant takes huge pride in as a brand. 

“I realized many years ago that it was one thing to be a natural makeup artist, but the person sitting in my chair could sort of understand the steps I was giving them,” she told Allure. “That didn’t mean they went home and felt confident applying for themselves, which kind of led me to a career in artistry education.”