Pick It, Click It and Go
Jouer Cosmetics creator Christina Zilber wants women to play with their makeup &have fun
Jouer cosmetics are meant to be customized and portable.
Jouer founder Christina Zilber
It’s almost hard to believe that model and actress Christina Zilber knows what it’s like to need concealer or the demands of motherhood, but after a few moments of chatting you realize, she gets it. It shows in the concept behind her Jouer Cosmetics line and in the way she approaches beauty in general.
“Makeup should be fun and not require a makeup artist to put on every day. Most women don’t know how to wear eye shadow and are intimidated by using more than two shades at a time,” Zilber says. “Women want what makes them beautiful, not what is trendy.”
"Makeup should be fun and not require a makeup artist to put on every day. Most women don’t know how to wear eye shadow and are intimidated by using more than two shades at a time."
Whether acting or modeling, it was the makeup trailer Zilber was drawn to after a shoot, but frustration followed her home when she couldn’t recreate the look on her own. Wondering what the secret was to a flawless face, Zilber found herself “smushing” various shades of concealer in a palette to find the combination that worked best for her.
“It got me thinking. Why can’t I mix and match products to fit my mood? What’s the secret?” she says.
So, after having her two children and wondering what to do next, Zilber remembered her love of the makeup trailer and Jouer cosmetics was born. In French Jouer means “to play” and that’s just what Zilber wants women to do.
Her concept is a little like makeup Legos, allowing women to buy just what they need and combine them in a handy compacts that connect and slide together. Zilber can’t live without the aforementioned concealer and always feels brighter with highlighter, so her Jouer palette is locked and loaded with both.
The cosmetics themselves contain a skincare benefit and are meant to be flattering on all skin types and portable. The Luminizing Moisture Tint is a consistent favorite among beauty editors (it was named Allure Magazine’s Best of Beauty in 2011) and the Essential Lip Enhancer with Maxi-Lip is a popular lip treatment that Zilber says is clinically proven to increase lip fullness when applied for 30 consecutive days. At just $14 it’s an inexpensive way to experiment while moisturizing your lips.
Her concept is a little like makeup Legos, allowing women to buy just what they need and combine them in a handy compacts that connect and slide together.
Zilber is all about experimenting and says she has acquired a crazy amount of Sephora’s Beauty Insider Points from trying and buying cosmetics.
“I always want to see what’s new and to know what other companies are doing,” Zilber says.
One thing every other makeup company is doing are Beauty Balms or BB Creams and Zilber thinks the latest trend in cosmetics isn’t all that revolutionary.
“They are big in Korea, but I think it’s really just a fantastic marketing claim,” Zilber says. “My Luminizing Moisture Tint does the exact same thing and has SPF, Ginseng and Gingko Biloba Leaf Extract is oil free and water resistant and evens out your skin.”
Zilber is based in Los Angeles but has found a home for Jouer at Nordstrom. Houston was identified as a top city for the line and Zilber spent time actually setting up the counter in the department store while in town.
There’s an easiness to Zilber that translates across her cosmetic collection and company philosophy. She is passionate about the Beauty of Giving, her philanthropic endeavor, which allows shoppers to buy products that benefit causes close to Zilber’s heart.
Jouer ranges from $14 to $65 and is available at Nordstrom and on the Jouer website, where Zilber always offers free shipping.
“Jouer has been embraced by makeup artists, but real women love it too because it is functional for their life,” Zilber says.
