Iris&Romeo

Iris & Romeo operates within the beauty industry, positioning itself as a creator of skincare-makeup hybrids. The company was established by Michele Gough Baril in 2019, who drew upon two decades of experience in the sector, including a key executive role at Smashbox Cosmetics. Her departure from the corporate beauty world was driven by a sense of burnout with the industry's "more is more" philosophy and a desire to create products that resonated with the values and lifestyles of modern women. This led to the creation of a brand focused on simplifying beauty routines with multifunctional products.

The business targets women, generally between the ages of 30 and 50, who seek a minimalist approach to beauty. Its product line is characterized by clean, multi-use items that combine skincare benefits with makeup. A flagship product, "Best Skin Days," exemplifies this model, functioning as a 5-in-1 serum, moisturizer, sunscreen, and protector from blue light and pollution, while also providing sheer coverage. The company emphasizes using plant-based ingredients and safe synthetics, maintaining a list of over 1,400 banned ingredients to ensure its formulas are clean. Revenue is generated through a direct-to-consumer model via its website, supplemented by strategic retail partnerships. Initially bootstrapped through 2020, the company has since secured multiple rounds of funding, including two seed rounds totaling over $3 million and a Series A round to fuel growth. A significant milestone was its expansion into retail through partnerships with Credo Beauty and Sephora.

Founder Michele Gough Baril's personal journey is central to the brand's narrative. After leaving her high-pressure job, she moved to Northern California and adopted a retired racehorse named Romeo, an experience that helped her reprioritize and conceptualize a beauty brand on her own terms. The company's name itself is an homage to her mother, Iris, and her horse. In 2022, Tara Desai, formerly of Estée Lauder and Marc Jacobs, joined as CEO to scale the company, while Gough Baril continues to lead creative and product development. The business model has proven effective, with notable organic growth driven by word-of-mouth and unpaid mentions from celebrities.

Keywords: skincare-makeup hybrid, clean beauty, direct-to-consumer, minimalist makeup, multi-functional products, women's beauty, Michele Gough Baril, seed funding, retail expansion, beauty industry