Case Study: Guide Beauty achieves inclusive, easier makeup application with PA Consulting

Guide Beauty launches 3 inclusive beauty tools with PA Consulting

Guide Beauty, a cosmetics company founded by a makeup artist with Parkinson's, faced the challenge of making makeup application accessible and easier for everyone, as traditional tools were difficult for many to use. They partnered with PA Consulting to reinvent beauty tools from initial ideation to market launch using principles of universal design.

PA Consulting collaborated with Guide Beauty to co-create a launch strategy and develop innovative, ergonomic applicators for mascara, brow, and eyeliner products. These tools provided increased control and stability. The solution was highly successful, launching in 2020 to rave reviews in major publications. Guide Beauty was named one of the best beauty launches of the year by Us Magazine and won an iF DESIGN AWARD in 2021 for User Experience.

Guide Beauty