I Saw A Need.
My name is Kevin James Bennett and I'm a working makeup artist who has lived through the stress, confusion and substantial investment ($$$) of building a well stocked professional makeup kit. Sorting through an endless assortment of products, while trying to make smart choices and avoid costly mistakes is overwhelming.
My biggest challenge? Most "consumer" focused product reviews didn't address professional requirements (stability, temperature sensitivity, pigment load, etc.). I would research and test products, then compare my findings with fellow makeup artists to make sure my kit purchases were on point. I would share my product reviews in workshops, seminars and online industry forums, and the response was always overwhelmingly positive ...which gave me an idea.
I Created A Resource.
So, in October 2005 I launched IN MY KIT®, the first online product review and buying guide designed specifically for professional makeup artists.
The concept is simple: Reviewed products have to meet or exceeded professional performance standards before being added to the website. Each makeup product has been tested under actual working conditions in all media formats (photo-film-video-stage) by myself and a group of senior makeup artists. Our combined findings, plus a dash of sassiness, are the basis for the reviews that I write.
It Continually Evolves.
The cosmetic industry evolves constantly. Technology and ingredient breakthroughs create a steady stream of new products as older ones are discontinued or reformulated. Reviewed products are periodically re-evaluated and occasionally removed from IN MY KIT® when quality control issues are discovered or a reformulation does not match or exceed the original performance.
Analytics revealed that in December 2010 we had reached over 1 million unique visitors ...to say I was amazed is an understatement. My deepest gratitude goes out to everyone who has shared IN MY KIT® and helped spread the knowledge!