Able Cosmetics founder Dana Rae Ashburn has a knack for creating why-didn’t-I-think-of-that products.
She launched her company with Cat Eye 101, a liquid eyeliner topped by rubber cap that doubles as a stencil for perfecting symmetrical wings. The Primary Pencil, a liner with a sharpener in the lid and attached blending brush, followed.
“The guy who does my branding says I always try to reinvent air,” relays Ashburn. “I have this fear of making something that’s already made, so I’m always putting things together and figuring out how I can give someone everything they need to achieve a look in one.”
After sticking to all things cat-eye for three years—she even has a drawing of it tattooed on her forearm—Ashburn is stretching Able outside of eyeliner with its third release, The No Mess’Cara. It’s a volumizing mascara with built-in shield for mess-free application. The shield is constructed to prevent tiny black mascara dots from sullying lids or under-eye regions.
“I have this fear of making something that’s already made, so I’m always putting things together and figuring out how I can give someone everything they need to achieve a look in one.”
“I can’t wait to not be pushing cat eyes anymore,” admits Ashburn. Still, the makeup artist turned entrepreneur thought it was important to stay in the eye category with her latest launch. She says, “I always find that women who can’t do their own makeup feel that eyes are the most intimidating, so they’re the first area I’m tackling in terms of trying to solve application issues.”
Able has made a name for itself with tool-based products, but Ashburn is adamant the brand isn’t just about gadgets. “I want people to know that our products are made by a makeup artist, and I’m really excited about our formulas,” she says. “With the liquid liner, I searched everywhere for one that didn’t run. And the mascara formula is lifting, so when it dries it actually lifts the lashes.”
At the moment, No Mess’Cara, which sells for $29, is only available on Able’s website, which generates 80% of the company’s sales. While Ashburn has been busy launching a new product, she’s also been courting retailers. J.Crew started selling Cat Eye 101 on its site in October, and Anthropologie picked up both eyeliners ($27 each) for its e-commerce arm this month. “Seeing Able’s name on Anthro’s site was surreal,” says Ashburn. “I have always loved their product shots and kept them as inspiration, so to see my liners on their website was huge.”
“I always find that women who can’t do their own makeup feel that eyes are the most intimidating, so they’re the first area I’m tackling in terms of trying to solve application issues.”
Even though Able has been sold on sites like Amazon, Ahalife, Musely and LoveIndieB, the process of entering the major lifestyle retailer has been eye-opening for Ashburn. “I’m in a lot of small stores, like a salon in NYC’s Meatpacking District and a little boutique in Seattle, but a P.O. from a large company is so overwhelming,” she says. “You have to order these certain bags and put labels on certain sides, and have these barcodes that correlate to this and have a tracking number. I didn’t even know what a polybag was until recently…I understand why companies hire people just for this, because it’s a whole job in itself.”
Ashburn got the ultimate crash course in building a beauty brand when she participated in Sephora’s 2017 Accelerate program. She has been putting much of what she learned into action, including implementing a charitable initiative. Ashburn says, “One of the big things that Sephora really focused on was each brand having a story and a mission.”
Ashburn’s personal struggles with dyslexia prompted her to partner with Eye to Eye, a non-profit helping children with learning disabilities. She produced an Able x Eye to Eye tote bag that retails for $10 on Able’s site and dedicates half of its proceeds to the organization. “That’s the least that I can do with them right now,” says Ashburn. “I want be way more involved. I would love to go in and mentor some of the kids or offer internships.”
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