Stream Cosmetics is the New Kid on the Block - Will They Survive?
By Jasmine Sanchez

Stream Cosmetics is actually a subsidiary of Luminess Air so they aren't in actuality a new company at all, but airbrush makeup has certainly been given a makeover by the Stream Cosmetics marketing team.

The Products:

The Stream Cosmetics products are nothing revolutionary in themselves - the airbrush makeup and compressor are nicely designed and come with a pretty funky clutch-type holder, but the basics of the design is the same as many other airbrush makeup compressors and styluses on the market. Aesthetically pleasing... but not a revelation. Surprisingly the actual makeup is quite expensive, almost 2-3 times more expensive than other leading brands for the same amount of product. They have a good color range, with the standard foundations, highlighters, blushers, bronzers and eye colors. Although the company is relatively new, there have been reports coming in that the makeup is a little bit runny - no surprises there as the same is often said of the Luminess Air formulas as well.

They also have a couple of non-airbrush makeup products in their catalogue, including and under eye stick-concealer, a felt tipped liquid eyeliner and finishing powders. The design and packaging of the products is very up-to-date and chic, but by themselves there is not much of the avant-garde that they promised.

The Business Opportunity

Perhaps taking their inspiration from the makeup revolution of Avon and Amway, Stream Cosmetics has offered a 'Stream of Change' business opportunity for home sellers. The home based business industry certainly is growing, and has the advantages of personal relationships and rapport with customers, so perhaps this is where Stream Cosmetics will shine. The pyramid-style business model may be the reason for the more pricey foundations (because they are paying distributors from the outset) however it could prove to be a successful venture for more than just Stream Cosmetics. The distributors are awarded between 20-50 percent of revenue from products sold and are given bonuses and incentives on top of that. Like most pyramid business models there are stages that distributors ascend through if they perform consistently well, and each stage up the pyramid comes with more perks and incentives.

Whether this will be a business decision that works in Stream Cosmetics favor is something yet to be seen, but for those with an eye on the cosmetics industry it will be interesting to see if an Avon style revolution is set to hit the airbrush makeup industry. Leaving the bulk of sales up to the motivation and impetus of individual distributors is something that worked very well for Avon, but for Stream Cosmetics the minimum kit is a couple of hundred dollars, so the initial sell will be a lot harder. One thing working in their favor is the seemingly recession-proof cosmetics industry, so at least the market is still open for business as lady's world-wide like to look good no matter what the economy is doing.

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I'm a full time student and live with my husband Brad and 2 year old baby girl Yoli. We have 2 cats and I've always been fascinated with the makeup and beauty industry. I love to do research on a number of topics, beauty and makeup being my favorite.

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