Secret Agent Beauty may sound like a throwback to the Cold War, but the brand’s approach and ethos are decidedly 21st-century. Its ambitions are global, with an international team dedicated to its mission of “Worldwide Beautification.” It’s tech-savvy: The brand created SABsocial, a social network in which users can view and share product reviews, videos, music, and blog posts, as well as participate in polls and forums. And its products—like the accomplished women who use them—are multitaskers, packed with both protecting and beautifying ingredients.
When you think about it, women are kind of like spies. We often act as double (sometimes even triple, quadruple, and quintuple!) agents, assuming different identities for different situations: working our butts off for that big promotion, hustling to find the best margaritas in our hometowns, furiously reading into the wee hours to polish off the entire Game of Thrones book series. Naturally, we need a suite of efficient, multifunctional products that help enhance our various personas.
Each product includes a “secret” that’s revealed through use–for example, hidden compartments in a mascara wand house an eyeliner.