How questioning the "way it's always been done" led to our new products.
If you know Jerrod, you know he’s never been interested in creating products just for the sake of creating products. Some of beauty’s biggest innovations happened because he challenged what everyone else had accepted as normal.
Like...why are we settling for volumizing mascaras that leave lashes feeling heavy by the end of the day? Why are we using precious storage space on giant eyeshadow palettes when we use the same two shades over and over again? And a big one...why does getting glamorous have to take so much effort?!
Those questions became the starting point for our newest collection.
At our office, every launch begins with the same belief: There has to be a better way. Not more products—better ones that make things easy. Products that earn a permanent place in your routine because they make getting ready easier, not longer.
We believe glamour should fit into your everyday life. Looking and feeling your best shouldn’t require an hour in front of the mirror. Everyday glamour is about creating products that do more, so you don’t have to.
That philosophy shaped both our Missbehave Weightless Volume Mascara and Dual Intentions Eyeshadow Duos. Mascara and eyeshadow are categories that have been around forever, so reinventing them wasn’t something we took lightly. But that’s exactly what made us want to do it.
Beauty has long equated “more” with “better”—bigger palettes, longer routines, and more choices. But more options don’t always make mornings easier. Sometimes they just make them more complicated.
Jerrod often says that great design is really the art of editing. The best products anticipate what you need, simplify decisions, and make getting ready feel exciting again. That philosophy extends beyond the formula—it’s built into every detail of the experience.
That thinking became the blueprint for Missbehave.
So we obsessed over every detail. The sculpted handle was designed to naturally cradle your thumb for greater comfort, precision, and control, while the oversized fiber brush grabs, wraps, and coats every lash from root to tip. Fun fact! Jerrod literally passed around pieces of clay so our team could press in their thumb. Those impressions helped us create a sculptural handle that feels as ergonomic as it looks beautiful. Pair that with our weightless formula and extreme black 3D pigments, and you get the look of three coats in one—creating outrageous volume without weighing lashes down.
For years, mascara has asked us to compromise: dramatic volume or comfortable wear. We didn’t think you should have to choose.
Dual Intentions was born from a similar challenge.
Instead of another oversized palette, we curated two shades that work beautifully together every time. Our artists combed through thousands of shades to pair the perfect two that would give you limitless looks no matter your skill level. Whether you’re creating a soft daytime look or dialing up the drama at night, there’s no guesswork.
Even the compact was reimagined. Inspired by the simplicity of a contact lens case, the dual compartments keep each shade separate and pristine while taking up minimal space in your makeup bag. It’s compact enough to go wherever you do, with a sculptural design that feels just as luxurious in your hand as it looks on your vanity.
If there’s one thing these launches have in common, it’s this: we wanted to maximize your glamour, not your routine. We believe the most luxurious products aren’t the ones that ask the most from you. They’re the ones that quietly do the work for you, leaving you with more confidence, more creativity, and more time to enjoy the ritual of getting ready.
That’s our vision of everyday glamour. Maximum Impact. Minimal Effort.
Thanks for coming behind the scenes with us. We can’t wait to share what we’re working on next!
XOXO,
Team Polite Society
Available exclusively at Ulta Beauty.