If you’ve walked into a Sephora store lately with your eyes wide open, you may have noticed something interesting—there seem to be 60 shades of foundation in every line but only 24 shades of lipstick.
Rewind 15 years ago, and it was the opposite.
Lipstick was the strongest category, and face foundations were an afterthought.
And so, the pendulum swings.
And everyone follows.
I was watching a video on women going through menopause and how we rethink our life’s purpose when we hit our 40s.
Stay with me on this.
In our 20s and 30s, we’re in accumulation mode because that’s what society tells us.
More is more.
By the time we hit 50, we start experiencing loss.
Maybe our parents leave us.
Divorce.
A job change.
And we look at everything we have and ask:
Do we really need all of this?
This got me thinking about the business model.
When I started Pinnacle, we had 30 shades of lipstick.
Five years later, we had 250.
Looking back, I realize—no one needs that many lipstick shades to choose from.
Business and life have a lot in common.
As we get older, we realize we don’t need a lot of things.
We only need the best things.
The ones that matter. The ones that make a difference.
It’s not about stuff.
Every person needs:
✔️ 5 incredible skincare products—not 20.
✔️ 10 incredible cosmetics—not an overflowing drawer.
Let’s narrow down what’s truly important.
Make the best products available.
And repeat.
When someone sees my makeup drawer, their reaction is dismay:
"That’s all you have?"
Trust me, I have a warehouse of product—but I reach for the same two shades of lip color over and over again.
Because I know those products meet the highest standards.
And I’m never disappointed.
The Focus for 2025
We don’t need a lot of product.
We just need the right ones.
Make sure you have our hero products—the everyday essentials people come back for.
🖤 Prime Time
🖤 Vitamin E Lipstick
🖤 Tinted Moisturizer
🖤 Bronzer
🖤 Eyebrow Pencil or Powder
🖤 Mechanical Eyeliner
🖤 Brow Shadow
The beauty industry doesn’t have to dictate what we already know to be true.
We don’t need stuff.
We need incredible products that serve a purpose and fulfill a need.
Not something we buy out of lack or scarcity.
I wear lipstick because it makes me happy.
It makes me feel a little brighter.
I do it for me.
And if choosing, carrying, and selling the right products helps create this experience for others…
Then I say: Job well done.
With love and gratitude,
Vita
xo
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