Urban Outfitters and Anthropologie were on LaBomme Beauty founder Brandie LaBomme’s vision board as she conceptualized her makeup brand in 2014 when she was pregnant with her first child. At the time, she recalls, “I was not feeling myself, not feeling very pretty or very good.”

To get her mind off of herself, LaBomme, who loved doing makeup, spent countless hours watching beauty tutorials on YouTube and buying products recommended by influencers. Often, those products disappointed her. She believed she could do better and set out to try by creating a unique eyeliner. That eyeliner, called Angle Baby, is now the hero product of LaBomme Beauty. The brand pronounces that it’s the world’s first 360-degree eyeliner. Its tip rotates 360 degrees to ease application.

LaBomme says, “It helps you to be able to get into the hard to reach corners, to keep your lines straighter without having to hold your arm super awkward or holding your skin, pulling on your face, pulling on your eye, things like that, to get your perfect line.”

Angle Baby isn’t LaBomme Beauty’s only unique product. Its loose powder highlighter La Bomb comes in a resealable component featuring a bottom half that pulls out to allow customers to tap out the precise amount of powder they want to use before locking to prevent powder from spilling out. LaBomme says, “This saves you from the mess, it saves you from wasting your product, and it also is more sanitary.”

Today, LaBomme has plenty to feel good about. Not only has she created distinct products, but Urban Outfitters and Anthropologie have gone from vision board to reality for LaBomme Beauty. After launching online with Urban Outfitters at the top of the year, the brand will head to Anthropologie’s website next month. The retailer will carry its complete assortment, including Angle Baby, La Bomb, liquid highlighter Flare and liquid lipstick Madame Matte. Urban Outfitters currently stocks LaBomme Beauty’s highlighters and eyeliner. The brand’s prices range from $20 to $32.

LaBomme Beauty soft-launched at the trade show Cosmoprof North America last year, where it connected with Urban Outfitters. LaBomme says the partnerships with Urban Outfitters and Anthropologie are fits for LaBomme Beauty “because the audience and the vibes of both match what we’re aiming to give off as a brand.”

Nicole Ostoya, a beauty industry veteran and founder of skincare brand Neon Hippie, handles brand management for LaBomme Beauty. The brand’s atypical takes on makeup convinced her to partner with LaBomme. She says, “Who needs another color beauty brand in the world? There’s a lot of them. By having each of our products have such a unique thing to say, I think she really stands apart.”

She adds that bigger specialty retailers could be in LaBomme Beauty’s future, but, at the moment, that step would require a level of investment the self-funded brand isn’t ready for yet. “We wanted to build somewhere where it might have a smaller footprint where we could be more important and put some real marketing effort behind it,” says Ostoya. “We’d like to grow naturally and build a really big fan base so that we can be successful as we expand.”

To build a fan base, LaBomme Beauty is showcasing user-generated content from influencers and customers on its social channels. The content focuses on the signature features of the brand’s products, but doesn’t decree that people should employ them in a specific manner and encourages experimentation. Ostoya elaborates, “The whole strategy is to be demonstrative on how you can use it, but not exactly telling you, you must do it this way.”

F*#k

F*#k

Partially prodded by its content approach, LaBomme Beauty is attracting beauty enthusiasts who reject prevailing makeup rules, says Ostoya. They don’t necessarily stick to contouring conventions or paint their eyes with eyeliner along the traditional lines. Ostoya notes that consumers casting off standards tend to skew younger, although LaBomme is meant for everybody.

She says, “If you look at our tagline, it’s, ‘We’re a new beauty brand, whatever the F*#k that means,’ and we sort of meant it to be in your face and irreverent because we don’t want to dictate what you look like. We actually are looking for an audience that’s tired of that and wants to do their own thing.”