Angel Wings Cosmetics was born from one mother’s daily ritual with her tween daughter. We take a look behind the brand.
Gold Coast based beauty publicist Sara Dagres launched Angel Wings Cosmetics during the first of Australia’s COVID-19 lockdowns. She and her daughter, Angelique (nine years old), had ritually shared time applying lip gloss prior to the morning school run, prior to Covid restrictions. Sara’s was coloured, while of course, Angelique’s was lightly tinted, and both were organic and hydrating. A seed was planted, and during lockdown it evolved into the most beautiful cosmetics offering for mothers and daughters.
“One of our other favourite mother-daughter rituals is having rose-petal baths and watching the moon rise,” reveals Sara. “We also love reading books on how to create a happy heart and home. We sing, dance, cook and laugh together, she’s my heart – my angel! Creating the cosmetics just seemed like a natural progression!”
Developing Angel Wings Cosmetics
Sara began working on creating and developing a mother-daughter lip gloss offering, which is the first launch for the brand. She of course consulted her beautiful daughter Angelique every step of the way.
“Working together and creating Angel Wings Cosmetics has been extremely rewarding,” says Sara. “Watching Angelique blossom with creativity and test the flavours made me so proud! She decided on sweet mint, and she also drew the cute winking bunny on the Angel Wings Cosmetics ‘Mini Me’ tube. It represents that the brand is not tested on animals, as well as appeals to her age group.
“I’m encouraging Angelique to grow up with a full heart of love and kindness whilst teaching her to work hard for success, after all you have to work hard to make a bit of luck!”
Australian Certified Organic
When developing Angel Wings Cosmetics, Sara felt it was vital that the range be Australian Certified Organic.
“We wanted our customers to feel safe in the knowledge that Angel Wings Cosmetics is a green, clean brand,” says Sara. “To gain that trust we went through the rigorous process of being accredited by the ACO (Australian Certified Organic). After all, no parent wants to put toxic products on their child let alone have them eat it!
“Furthermore, many women inevitably consume several kilos of lip product in their lifetime so creating a pure lip balm that is clean enough to eat was important.”
With this in mind, Sara ensured that Angel Wings Cosmetics lip balms were all certified organic to food grade standards, vegan, not tested on animals, Australian made (locally on the Gold Coast) and Australian owned.
One For Mum, One For Her Mini Me
There are several differences between Angel Wings Cosmetics Mamma (12g) and Mini Me (8g).
“Firstly the sizing,” explains Sara. “However, Angel Wings Cosmetics Mini Me flavour is actually a sweetened minty flavour. It tastes like candy cane! Mamma is a more mature, zingy organic peppermint containing no sweetness. It’s a brilliant mouth freshener. Angel Wings Cosmetics Mini Me is suitable for tweens (recommend for ages 7-12 yrs). Both products are rich in nourishing oils and come in a flattering rose-hued tint and a smooth, not sticky, finish for pretty cupid bow lips!
There is just the one hero colour of tinted lip balms for now. For the Mamma we chose a universally flattering rose-hue to suit all ladies. I based the colour on a child’s natural lip colour. As we age, we lose pigmentation in our lips. I wanted women to feel they were wearing something flattering and natural.
Mini Me has far less pigment as a child holds such natural beauty. They don’t need make-up. They just want to feel special like Mamma and ‘grown up’.”
The hero ingredients in both lip balms are:
- Castor oil from castor beans. It’s a brilliant natural emollient and natural occlusive to prevent moisture loss. This skin protectant imparts a lovely gloss.
- Carnauba wax from the leaves of the carnauba tree. It increases the longevity of the balm to stay on the lips. Plus, it helps with the glide of the formula and protects the lips from dehydration.
- Tocopherol is a natural form of Vitamin E to protect the lips from free radical damage.
The Wearer Experience
When creating Angel Wings Cosmetics Mamma and Mini Mie, Sara wanted her customers to feel like they are using a little piece of heaven. “It’s a clean, green product with a dash of ethereal magic for their everyday beauty routine. They should apply it and feel as light and pretty as an Angel.”
Range Expansion
Sara has big dreams for Angel Wings Cosmetics, but is honing the quality of each range expansion to ensure her customers receive a premium product with every purchase.
“We have so many ideas to expand the range,” she says with a broad smile. “Next is body care. It’s my vision to create capsule collection of hero products for tweens, teens and their Mammas. They will be items that one needs and uses every day.”
