Vic Brocca—a beauty blogger and finalist on Glam Masters, a Lifetime competition series produced by Kim Kardashian—has launched her first-ever beauty brand VELVE, an online makeup company with an accompanying luxury beauty bar located in Toronto, Canada. VELVE’s goal is to ensure each customer--regardless of age or gender--feels comfortable in their own skin, and that they are able to purchase high-quality product sans a high price tag.

Brocca began VELVE Beauty to highlight makeup that is cruelty-free, vegan, and sans animal testing. Her first launch—“KIM,” a pair of false eyelashes ($15)—is comprised of lashes with handcrafted layers, producing the perfect 3D curl suitable for every eye shape. The pair is carefully designed to reduce any stereotypical difficulty of wearing eyelash extensions: they are easy to use; feel weightless; made of thin, flexible material; and reusable up to thirty times. A medium dramatic style, the eyelashes are suitable both for everyday wear or to intensify your look for a special occasion.

VELVE Beauty Bar’s Instagrammable interior, embodying the “femininity and serenity” the brand preaches, has drawn visitors from across the country. The space offers a variety of services--including as eyelash extensions, makeup applications, hair styling, and a blow-dry--ensuring that clients leave the salon feeling glamorous and extra confident. “I decided to launch a beauty bar in order to continue to connect with my fans and share my love for beauty,” Brocca explained. “It's such a different feeling than connecting over the internet. We spend so much time on our phones instead of having a real connection with someone. Makeup gives me the opportunity to connect with you. I wanted to bring the real-life aspect back into beauty." Indeed, the beauty bar offers one-day makeup courses where customers, no matter how advanced of an artist they are, can learn makeup tips and tricks from Brocca herself; she will also help educate one on how to formulate a portfolio, find clients, and stand out among the myriad of natural/dramatic artists marketing themselves.

Despite its presence among numerous other beauty brands, VELVE manages to separate itself from the pack due to its unique approach to encouraging universal acceptance of beauty. Whether customers choose to purchase a product from the company’s site or visit the beauty bar for the full experience, they are brought one step closer toward achieving a greater self-love--one lash extension at a time.

Additional reporting by Sophia Brenda.

VELVE’s Innovative Beauty Concept