Will Mink Render Makeup Brands Obsolete?


We all have our favorite beauty brands, but thanks to Grace Choi, we might be able to get the custom colors we want from the comfort of home.

The Harvard Business student is shaking up the industry with the debut of Mink, a 3D printer that uses the same FDA-approved pigments most beauty brand use to print shadows, lippies, and blush. With a few other inventions under her belt, Choi did research on the billion-dollar industry and found it’s built on a whole lot of BS. “They charge a huge premium on something that tech provides for free. That one thing is color,” she said during her presentation at TechCrunch Disrupt.

Choi demontrated how the device works during the conference by pulling a swatch straight from Michelle Phan’s makeup palette from her YouTube video, printing it live and swatching it for everyone to see. The beauty device will sell for $300 and have the ability to hook up to any computer, and she has plans to partner with printer companies to make it a retail reality.

We’re not sure if the device will be able to create the different finishes that many makeup mavens look for, like shimmers and pearl. Regardless, this could mean big business for Choi and force makeup brands to rethink their products if young girls can achieve any hue their heart desires with just Ctrl + P.

Want to see how it works? Take a look below: