Sigma Beauty unveils new website and look for 2018

The cult cosmetics brand is refreshing with a more engaging digital experience and innovative new technology for its make-up brushes

Sigma Beauty, the US-based indie beauty brand, has revealed a fresh new look for 2018, including a makeover for its website and more innovative technology across its product line.

Aiming to offer a more streamlined and engaging shopping experience, the brand relaunched its website in February with a sleek new look, allowing customers to easily shop the brand's range of colour cosmetics, make-up brushes and accessories as well as share their own beauty looks.

Meanwhile, as part of the brand overhaul, Sigma is revamping its entire make-up brush collection with an innovative new double-thread screwing system, resulting in stronger, more durable and waterproof brushes.

Sigma also plans to expand into skin care this year, as well as introducing new products including a 2-in-1 brush cleanser and brush cleaning device while adding to two of its best selling beauty collections: the F80 Flat Kabuki brush and Wicked Gel Eyeliner.

Topping off its transformation, Sigma unveiled a new logo that symbolises the meaning behind the brand name.

The capital Greek letter Sigma (Σ) means ‘sum’, which Sigma co-founder and Chief Creative Officer Dr Simone Xavier said represents the brand's commitment to a formula made of equally essential parts.

“With our background in science and engineering, we wanted a name that would summarise the core values of the company we created, the things that set us apart, which are quality, function and innovation,” Xavier said.

“Our new logo celebrates these differences by placing them front and center.”

Sigma was founded in 2008 by Xavier and her husband Rene, who used their backgrounds in science and engineering to develop unique make-up brush designs and marketing strategies.

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