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How to Spend $170 at Maëlle

A new luxury e-commerce makeup line strips the pretense.

Most of us will never understand why some lipsticks retail for over $50 while near-identical dupes can go for a fraction of that. Kelsey Reitz, CEO of the Chicago-based beauty company Maëlle, knows exactly why. Having spent a decade working with the Sephoras and LVMHs of the world, the marketing executive watched as companies renamed chemical ingredients in ­marketing-friendly terms and hired A-list actresses for ad campaigns, passing the cost on to consumers. Last fall, the Naperville native released the first 16-product Maëlle (pronounced my-elle) line. For simplicity, prices are $9, $19, or $29, and for efficiency, the makeup and skin care products are available only online. “All of our products are made in the same labs as top luxury brands,” says Reitz, adding that the company avoids some 1,300 ingredients that are banned in Europe (only 50 are prohibited in the United States) and never tests on animals. Bright look and better karma. maellebeauty.com

Clearly Brilliant Tinted Lips in Coral

$9

Clearly Brilliant Tinted Lips in Coral
Photos: Courtesy of Maëlle
Dawn to Dusk Eyeshadow Collection

$29

Dawn to Dusk Eyeshadow Collection
Cheeky Blush

$9

Cheeky Blush
Sunkissed Bronzer

$29

Sunkissed Bronzer
Secret Illuminator

$19

Secret Illuminator
Skin Therapy Facial Oil

$29

Skin Therapy Facial Oil
Brow Stylist in Dark

$19

Brow Stylist in Dark
Thermal Action Rebalancing Mask

$29

Thermal Action Rebalancing Mask

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