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DEX New York, a New York City-based company, has a unique concept: their flagship studio is home to a photography studio, make-up studio, progressive hair studio, learning center and relaxing beauty oasis. So what exactly is DEX New York? Well, to sum it up in one word from founder and CEO Dex Phillips, “It’s fun.”
“I love to have fun, and in my mind, I’m the life of the party. From the leader of the company to every employee, and even our clients, we have fun in a comfortable atmosphere. Everyone here is happy, and they leave happy, and when they come back they’re happy. Our focus is to never take the fun out of business.”
And that’s exactly what they’ve done.
Three years ago, Phillips was exiting the fashion styling industry with the goal of starting a green spa. He had his budget set and was working on the planning when he happened upon a start-up business that was flying well below the radar. “They were failing when I found it, and I thought that this company fit me much more comfortably than the spa idea, so I went with it,” said Phillips. “I had always wanted to have my own crew—make-up, photography, hair—all under one roof. When I came in, they had the foundation laid, and it was a great concept, but the execution wasn’t great.”
So revamp, rebrand, and restructure he did.
DEX New York has now been fully functioning for two years, and a major focus of the company has always been mineral make-up. “Mineral make-up was really what drew me in,” said Phillips. DEX’s goal was to create camera-ready, healthy make-up that didn’t compromise glamour, and the first step in doing so was to reevaluate the complex that comprised each product.
“In the entire line,” said Phillips, “the bismuth oxychloride was removed. It makes skin dehydrated and can appear ashy on women of color, and it is allergenic to some consumers.” Bismuth oxychloride is used to help with coverage and adhesion, and without it, makeup can be chalky and show maturing flaws, such as wrinkles.
Since makeup would not work without this agent, researchers discovered another way to replicate its use with a combination of ingredients: DEX increased the pigment of the product, and added silica. Although both bismuth oxychloride and silica are natural, silica, while more expensive, is better for the skin and, in Phillip’s opinion, well worth the investment.
In addition to the replacement of bismuth oxychloride, researchers discovered another way to enhance DEX New York’s products: palmitoyl hexapeptide-14 (the peptide), an anti-aging compound never before used in powders. This addition produced a higher quality product that is camera-ready and incredibly healthy.
“We are the first line of make-up to use the peptide in all of our products,” said Phillips. “We use it in everything from foundation, to bronzer, to eye shadow.”
It’s especially rare in mineral make-ups, too, since they are mostly powders. While the peptide has been used before, it’s been found primarily in various creams. Studies have proven that the peptide is effective, too. It stimulates collagen, enhancing the natural brightness and youthfulness of the skin. “With the application of our products, the skin maintains its elasticity and glow,” said Phillips. “Most people want an I-don’t-feel-like-I’m-wearing-anything-on-my-face look, and that is really key for our brand. In fact, that’s been our most heard testimonial from clients who’ve used our products.”
Along with providing healthy products, DEX New York’s brand is also known for its strong pigmentation. “Most healthy make-up is boring,” said Phillips, “but we’re not. We’re all about hot colors. We want our consumers to feel young, glamorous and fresh, all while wearing make-up that is really beneficial for their skin.”
The range of shades DEX produces is much broader than traditional lines: from alabaster white to the darkest of dark, every shade can be found in their eye shadows, blushes, bronzes and foundations.
DEX New York takes pride in their colors; they’re highly pigmented, and the color you see in the pallet is the color you get. “There is no need to use our make-up the way you would use traditional make-up,” said Phillips. “This make-up does not require numerous applications to achieve the color in the pallet. You get it the first time.”
The “hero product”—as Phillips calls it—of the company, however, is the package some products come in: the beauty portfolio. It’s a magnetic compact designed to look like a book. It fits in any bag and contains customizable space for foundation, blush and eye shadow—really whatever the consumer comes up with. “We really feel the consumer should be able to pick his/her own pallet,” said Phillips. “There is an artist in everyone.”
For a business plan to meld so well with a product is difficult to find, especially in these economic times, but the rewards reaped have proven to be worth the extra effort. Celebrities such as Tyra Banks, Victoria Beckham and Stephen Burrows have held events at the DEX New York studio (the photo studio doubles as a presentation space), and the product line has attracted countless followers, including Vivica Fox, Rihanna, Jennifer Hudson, Kelly Ripa and Alicia Keys.
Overall, the company concept and product development is unique to the market. To have such a dynamic product line coupled with an innovative business plan is unheard of in the make-up and beauty industry; also, having professional photographers, make-up artists, hair designers and production experts on staff has allowed the product to stand out from its competition. The insight each person brings to the table is valuable in its unique perspective: the final product not only performs well in the studio, but also performs well in the real world.
“If our products photograph well, just imagine how they look in real life,” said Phillips.
