The triplets’ work is often based on popular movies or books, such as their Mean Girls Burn Book Palette, and it’s much easier for her to set up and get to meetings. While having their support system around is key, the fact that Missy lives out west has its advantages. “They were always figuring something out and they were always hard workers.” Besides that, she adds, “the Maynards have always been nerds at heart.” “The triplets lived in the basement and they would give us makeup tutorials.” She remembers looking up to them, and is quick to mention that their mom is also a “superstar.” “They were always really innovative: the whole family is,” she says. The triplets' interest in makeup was evident early on, as Cosgrove recalls going over to their house while she was in middle school.

Roxane Cosgrove, a friend of their younger sister Erica, is not surprised by their success. Erin says it’s great being based in Omaha because it’s cheaper than if everything was based out of L.A., especially with the help of their extensive support system-the triples are three of six sisters. Friends and family filled the house for three weeks during the Christmas season to help box products. Initial orders of brushes were shipped out of their mother’s living room in Omaha. “Everything since then has been almost as successful.” So successful that they are now a multi-million dollar company. “Honestly, we have a really loyal, awesome following.” she says.

The brushes launched the brand, but there is a constant buzz around all of their products. “I said, ‘Yeah we’re the creators of the magic wand makeup brushes,’ and they were like, ‘Please hold.’ They signed us on that day.” Erin started at the top of the list of cosmetics labs she’d previously contacted. Their social media was inundated with questions and comments. The account went from 9,000 to over 100,000 followers “in a matter of days.” They started pitching themselves to beauty magazines right away, and publications like InStyle, Allure, and Teen Vogue started writing about them. She quickly removed it and the sisters decided to post it on a Storybook Cosmetics account they had created but had not used yet. When Erin posted the picture of them on her Instagram account, the post blew up-engagement was in the thousands in about five minutes. She surprised Erin one day by producing a prototype of their Wizard Wand Makeup Brushes. You need hundreds of thousands of dollars.”Įrin sent drawings to her manufacturer from a previous online business. “Labs will not even talk to you if you’re an indie brand.

The self-proclaimed “nerds” drew inspiration from their interests and channeled them into those products.Įrin says she would often spend nights researching “how to start a cosmetics company” on the internet. The two were slowly swayed and that love of high-end product influenced their decisions when creating their own line. At first, Mandy and Erin were worried about her “obsession.” Missy would spend $80 on a single brush. Storybook Cosmetics is an online business they created after Missy introduced her sisters to high-end makeup about 10 years ago. Developing a cruelty-free cosmetics company may not have been the dream with which they started, but Maynard triplets Erin, Mandy, and Missy have combined their individual talents to make fantasy a reality.

Storybook.cosmetics burn book palette