Rewriting the Rules of Beauty: Inside the Launch of RÉFORME

Photos courtesy to @caseyjamess_ & @reformebeauty

In a saturated beauty industry where legacy brands still cling to outdated ideals, RÉFORME Beauty is making its debut by flipping the script. Founded by Casey James and Carla McGraw, RÉFORME isn’t just another product line — it’s a power move. One built on collaboration, community, and the kind of quiet confidence that doesn’t need to shout to be seen.

At Roe Magazine, we spotlight beauty brands that go beyond aesthetics — and RÉFORME is doing just that. With its first drop, Power Lip, the brand isn’t just launching a lip product. It’s launching a philosophy: look good, feel good — and go places.

The Rise of Creator-Founded Beauty, Reinvented

RÉFORME emerges at the intersection of beauty and business — two spaces long dominated by perfectionism and gatekeeping. But co-founder Casey James, a creator with a loyal, engaged audience, saw an opportunity to do things differently. Together with Carla McGraw, she set out to build a brand with her community, not just for them.

What makes RÉFORME unique is its open-source approach to product development. From the earliest stages, Casey’s followers were invited behind the scenes — testing, giving feedback, and shaping what would become the brand’s debut formula. It’s proof that when a creator truly listens to her audience, the results can be not just beautiful, but groundbreaking.

Meet Power Lip: Function Meets Form

The first product in the lineup, Power Lip, is described as “the step you didn’t know you were missing” — and it’s exactly that. Formulated in South Korea and designed to enhance and sculpt the lips in one sleek, multifunctional step, it’s vegan, cruelty-free, and fragrance-free. It’s built for speed, intention, and impact — much like the brand’s target consumer.

This is beauty redefined for the woman who’s going places — whether that means launching her own business, walking into a boardroom, or simply showing up for herself. Power Lip isn’t about masking or performing; it’s about elevating what’s already there.

Community-Backed, Clean by Design

More than just clean beauty, RÉFORME is purpose-built. With world-first formulas and a commitment to cruelty-free, vegan practices, the brand places quality at its core. But its most powerful asset isn’t in the lab — it’s in the community behind it.

In the new beauty economy, trust is earned through transparency, not polish. RÉFORME didn’t just show the end result — they shared the process, inviting real people to weigh in. In doing so, they’ve created a feedback loop of innovation, authenticity, and loyalty.

Why This Launch Matters

The RÉFORME launch signals a shift in what consumers value: less noise, more intention. It’s not about having the biggest product line or the flashiest campaign. It’s about meaningful design, lived-in credibility, and a story people want to be part of.

At a time when beauty is increasingly intertwined with identity and self-worth, RÉFORME arrives with a clear message: power isn’t found in a product - it’s found in you. The product just helps reveal it.

Welcome to the RÉFORME era.