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New Beauty Brand Onomie Launches With Two Promising Eye Bag Solutions

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Erica McCartney for Onomie
Erica McCartney for Onomie

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Despite the obvious benefits of a regular skincare routine, you're probably more devoted to everyday makeup application than everyday cleansing, moisturizing, and fine line-reducing. New beauty brand Onomie leans into your daily cosmetic habit by melding its makeup offerings with clinically-proven skincare technology. The direct-to-consumer brand launches at onomie.com today, debuting with two products focusing on the eyes—and all of the dark circles, puffiness, and creases that come along with them.

The NYC-based brand was founded by Lauren Hoffman, who comes from Kiehl's, and Kal Vepuri, who has worked with a number of successful direct-to-consumer businesses like Harry's, Warby Parker, and Reformation.

The company's A.C.E. Illuminating Eye Treatment ($32), is a highlighter concentrated with vitamin C to stimulate your skin's natural production of collagen, which slows down as you get older.

onomie-highlighter-lovelace-2015_05

A.C.E. Illuminating Eye Treatment in Lovelace

It comes in two sheer, "your skin but better" shade options, intended to be applied at the highest point of the cheek bone, as well as the brow bone. As makeup, it instantly brightens; as skincare, it works over time to decrease fine lines (in their eight week clinical study, 93% of women saw wrinkle reduction with the product).

The other product launching today is Onomie's Bright Concealing Elixir ($26), a concealer available in 10 shades. With medium-heavy coverage a little goes a long way, but it's formulated with gentle ingredients that shouldn't irritate sensitive skin types. Over time, it works to reduce dark circles and puffiness.

Onomie sells exclusively through its own site. To get around the hurdle of matching your skin tone with the colors your computer monitor glows out, the brand offers a shade matching kit to try at home: You pick the concealer shade you think is closest to your skin tone, and the surrounding lighter and darker hues are sent along with, so you have three shades to try, in sample sizes with about a week's worth of product (plus a trial size of the highlighter). The kit costs $3, but that amount is deducted once you place an order for a full-size item.

Much like Glossier, Onomie plans to release products by category (as opposed to by color trend, like most makeup brands, or ingredient, like many skincare lines), though Hoffman tells us it will be at least six months before we can expect another crop of product.