A bit about our name

Company name: TheGuideliner™ Product name: The Guideliners™

TheGuideliner™ captures the essence of our product perfectly—it's a guide, in one simple word. Although The Guideliners™ can achieve perfect winged eyeliner as they are, we chose this name to emphasize how our product can serve as a reliable guide for achieving flawless eyeliner. The Guideliners™ not only simplify the application process but are designed with flexibility in mind. You can use them straight from the package or customize them by trimming and tracing for a tailored fit, making symmetrical wings effortlessly achievable. They are perfect for anyone who struggles with freehand application, including those with disabilities, making beauty routines more accessible and inclusive. Should your liner begin to fade after a few days, a quick touch-up with your favourite eyeliner or eye shadow is all it takes to refresh your look.

Hi! I'm Charlie, the Founder of TheGuideliner™ where we're

Leading the Revolution in Eyeliner Application

We’re not just innovating; we’re transforming the way you think about eyeliner. Our journey began with a simple desire: to achieve that sleek, winged eyeliner look that we see on our favourite celebrities, models, and influencers. However, the struggle to freehand draw symmetrical, flawless wings was real and common.

Like many, I faced the daunting challenge of perfecting the winged look. Attempts with stamps, stencils, sticky tapes, and various makeshift home hacks were promising but never quite hit the mark. Nothing offered that professional, makeup artist-grade finish effortlessly—until now.

Millions of women across the globe share this eyeliner struggle, each looking for a solution that brings both simplicity and elegance. This universal quest is what sparked my creation of TheGuideliner™.

Eyeliner Redefined

For those skilled in makeup, liquid and pencil eyeliners can provide precision with little or no help. However, stamps and stencils, though somewhat helpful, often fail to deliver a lasting, crisp look and still require some skill.

What about those of us who struggle with shaky hands and uneven lines?

This common challenge inspired me to create TheGuideliner™, a straightforward solution for crafting everything from subtle daily looks to dramatic flair effortlessly and quickly. Traditional methods requiring precise skills were too demanding for many. My goal was to develop an eyeliner that is easy to apply, withstands daily wear, and can last up to three days.

TheGuideliner™ is an innovative eyeliner solution, featuring a perfectly shaped stencil infused with vegan 100% organic soy-based pigment. It's thoughtfully crafted into the most popular eyeliner shape, available in various sizes and colours.

Simple to use, you just place The Guideliner™ where you want your eyeliner flick, then use The Applicator with water to set it securely for up to 3 days. In under one minute you can apply The Guideliners™, requiring no skill. Allowing you to wake up with perfectly applied eyeliner.

Whether you’re a beginner, simply tired of the old struggles, a busy parent, someone facing movement or strength challenges, someone who never quite mastered the skill or a skilled makeup user that wants to save time TheGuideliner™ is here to change the game, making eyeliner application simple, enjoyable and accessible to everyone.

Our Mission

Beyond providing a revolutionary beauty solution, we are committed to sustainability. From our ingredients to our packaging, every aspect of TheGuideliner™ is designed with the planet in mind. Our pigments are eco-friendly, and we extend this environmental consciousness to our packaging solutions: TheGuideliner™ boxes and mailer boxes are recyclable, while our padded mailers, branded stickers, and safety seal stickers are compostable. We’ve even ensured that our shipping labels are compostable! We take our commitment to a greener world seriously.

Our products are safe, non-toxic, and as environmentally conscious as the formulas themselves. Join us at TheGuideliner™, where we don’t just sell a product—we champion a movement towards accessible, sustainable beauty that empowers you every day. Wake up with perfectly applied eyeliner, and embrace a beauty routine that is as kind to the earth as it is to your skin.

Welcome to the future of eyeliner, where every day is a good eyeliner day.