Bobbi Brown and WeWork make self-care accessible during work hours

A new service provides members with a fun and refreshing reason to step away from their desks for 15 minutes

Self-care doesn’t have to only happen outside work hours. There are plenty of ways to reduce feelings of stress during your day job, whether it’s by taking a short walk outside, catching up with a coworker, or stepping away from the computer to eat a healthful, homemade meal. From the end of September through the month of October, WeWork partnered with esteemed beauty brand Bobbi Brown to launch Self-Made, an on-demand beauty service to provide members with an opportunity to have their makeup done during the workday—to make more time for themselves and feel more comfortable and confident in their own skin.  

“In a recent member survey, we saw lifestyle amenities rank high as a workplace perk that our members are seeking more of,” says Christina Lee, WeWork senior partnerships manager for member experience says. “As Bobbi Brown’s mission is to inspire confidence through beauty and to connect with working professional women, it was a natural fit for WeWork and Bobbi Brown to partner to bring on-demand beauty services to our members in their workplace.”

The partnership allowed members at select WeWork locations in New York to book complimentary beauty services with expert Bobbi Brown makeup artists. Members could choose from an array of services, from a five-minute beauty tutorial—in which they learned to create an effortless, personalized five-minute face—to a brow demonstration, where members were taught how to shape, fill, and define their eyebrows. Other options included a highlight and glow skincare how-to and a 45-minute makeup masterclass, which included foundation shade matching and product curation to help members master a look that fits their lifestyle. “We had a very strong response, with over 80 percent of the appointments booked in the first few days,” Lee says. “Over the four week partnership, we provided over 700 moments of self-care to our members.” 

“I really don’t wear that much makeup, and my skincare routine is pretty basic,” says Jill Bongiorni, an account director at Torch Communications, a boutique PR firm and member at WeWork Dumbo Heights in Brooklyn. “But the [Bobbi Brown] artist listened to me say that I preferred a natural look, and I felt like it was the best my makeup has ever looked.” Bongiorni says she booked a session with Bobbi Brown expert Lizeth Mejia several times, knowing that the artist would make the best of whatever time frame she had, whether it be 10 minutes or half an hour. “It felt really nice to take time out of my day, to feel like I was pampering myself without having to leave the office.” 

Bongiorni had wanted to learn more about skincare, but felt lost about where to begin educating herself. The Bobbi Brown partnership made personalized learning attainable and convenient, as Mejia was patient in explaining the products and helping Bongiorni find the exact right solution for her. Bongiorni purchased a few choice products to use on her own after the on-demand services ended and she could no longer get a face-freshening between meetings. “This is one of the best perks I’ve ever had at the office,” she says.

Kate Bratskeir is a writer for WeWork’s Ideas by We, focusing on sustainability and workplace psychology. Previously, she was a senior editor at Mic and HuffPost. Her work has appeared in New York magazine, Health, Travel & Leisure, Women’s Health, and more.

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