Inside Rosemin Beauty’s Minimalist Dubai Makeup Launch at Ulta: How a Pregnant Founder Built a Capsule Line in Turbulent Times

What had once been a broad concept now felt overly expansive. The revision process, she explains, involved subtracting as much as adding.

“I started kind of taking that research deck… and just crossing things out, going, how do we create a really capsule collection of products that we need?”

The emphasis shifted to cater to women on the go.

“I want a super intentional product,” she says.

Plus, Rosemin’s own experiences with skin break-outs helped her come up with a less-is-more cosmetic products.

“I did have cystic acne and I did…