The logo is designed by Dilan and Danny at &partner https://riad.andpartner.us/ who had to put up with me being very Italia-coded when I first briefed them on the brand (I had just gone on a tour of northern Italy), and it was named something else. Then I realized the name was Kraum, and focused in on the utility of German design + Japanese craftsmanship, which is truer to me and the company. The logo is based on German knot motifs, and is a "K."
the brushes are amazing – I thought I just couldn't really do eye liner or it was my eyes somehow (and I went to art school so I never really understood WHY I couldn't do eyeliner well). used the brushes and it took 2 seconds, no practice, and looked great. congrats on the launch.
My sister is flying my Kraum set from NYC to London next week. I can’t wait to see the packaging IRL and watch my makeup skills jump 120%, minimum. Super excited to see what you do next with Kraum!
A woman tried her brushes last night and posted a bunch of stories and live reviews. I reposted on the @kraum.co instagram; It's so funny to see her reactions!
I've been following you since your XOVain, IntoTheGloss, and Tumblr days Annie! Just placed my order. Will happily jump on this bandwagon of "I'll buy whatever you put out"...as long as you teach me how to achieve the TSITP Belly Season 3 beach scene look, pretty please?!
Showing my hand as a non-makeup user (cute in your 20s, panicking in my 30s) - would love to know what products to put the brushes in once I've bought them? So I'm not simply running their silky virgin tips across my eyelids for relaxation purposes (although will be doing that, too).
Also would like to know how you product test something so small and ensure QC and accuracy? Do you have some mad scientist magnifying glasses or a head torch like the Prada lady in Emilia Petrarca's piece?
I'll do a shopping list with links—all of the makeup I will likely recommend is in the Holy Grails: Makeup list. I'll definitely write about why brush engineering has such a vast delta between shitty brushes and quality brushes, but the short answer is that the factory who makes my brushes I've been a customer of for a decade and are known for being the best of the best. They've been around for over 50 years. It was really obvious visiting the different factories, which ones were about quality and which were about churning out cheap, trendy brushes.
Just got my set in the mail. The brush cleaner formula is by far the best I’ve used - like full wow moment. I can tell I’ll reach for the tiny tapered dome brushes a lot for blending, especially with the Nina Park type makeup that’s popular lately. I also loved how easy it is to apply eyeliner directly into the lash line with the angled brush. Congrats on the launch!
Genius! And beautiful. Can you recommend your favorite liner products to pair with these beauts? I know they work with everything but what’s your go-to?
My absolute favorite eyeliner is Calligraphie De Chanel; it's what I'm wearing in the B&W photo and most times I do any sort of wing it's with that. It only comes in black though and can be a bit tricky to work with because it sets so quickly (especially if you've had it for several months; gel liners dry out over time). Otherwise Bobbi Brown's original gel formula was a favorite growing up. They've definitely changed it since. Here's what I use on the videos on the site/on social:
-Bobbi Brown Long-Wear Gel Eyeliner in shade Caviar ("Baby Wings" Angle Brush)
-Danessa Myricks Colorfix Multi-Use Liquid Pigment in True Matte Black ("Faux Lash" Angle Brush)
-Violette Yeux Paint in Navy ("Delicate Liner" Micro Saber)
i bought them just before emily’s exclusive broke the site! and i’m rudely away on a work trip so i haven’t even had the chance to try them yet.
i’m so excited for these next few letters. tell us about the logo! and your favorite brown liner to use them with, please and thank you.
i will buy anything you make!
The logo is designed by Dilan and Danny at &partner https://riad.andpartner.us/ who had to put up with me being very Italia-coded when I first briefed them on the brand (I had just gone on a tour of northern Italy), and it was named something else. Then I realized the name was Kraum, and focused in on the utility of German design + Japanese craftsmanship, which is truer to me and the company. The logo is based on German knot motifs, and is a "K."
the brushes are amazing – I thought I just couldn't really do eye liner or it was my eyes somehow (and I went to art school so I never really understood WHY I couldn't do eyeliner well). used the brushes and it took 2 seconds, no practice, and looked great. congrats on the launch.
!!! This is such a lovely review, thank you 🙏🏼
Petition to be able to buy the soap separately soon—using it on all my brushes and obsessed and can tell I’m gonna race through it!
Yes! There is a full size coming.
Seconding the “I will buy anything you make” sentiment. Placing my order soon!! Such an exciting launch.
Thank you Micaela!
My sister is flying my Kraum set from NYC to London next week. I can’t wait to see the packaging IRL and watch my makeup skills jump 120%, minimum. Super excited to see what you do next with Kraum!
!! This is what sisters are for.
Don’t own a single makeup brush and not typically an eyeliner wearer but you’ve sold me with that perfectly slick wing
A woman tried her brushes last night and posted a bunch of stories and live reviews. I reposted on the @kraum.co instagram; It's so funny to see her reactions!
Got my set in the mail today and they’re so perfect!! I’m in love.
ahh! I'm so glad.
I've been following you since your XOVain, IntoTheGloss, and Tumblr days Annie! Just placed my order. Will happily jump on this bandwagon of "I'll buy whatever you put out"...as long as you teach me how to achieve the TSITP Belly Season 3 beach scene look, pretty please?!
Ok I can try; send me a link?
Hehe omg really? Ok here's the look 💖 https://www.reddit.com/r/tsitp/comments/1o5mxji/belly_looked_stunning_in_the_beach_scene/
(Full scene here: https://www.tiktok.com/@luc2ious/video/7540606182839323918)
Haha ok I’ll study and get back to you
Showing my hand as a non-makeup user (cute in your 20s, panicking in my 30s) - would love to know what products to put the brushes in once I've bought them? So I'm not simply running their silky virgin tips across my eyelids for relaxation purposes (although will be doing that, too).
Also would like to know how you product test something so small and ensure QC and accuracy? Do you have some mad scientist magnifying glasses or a head torch like the Prada lady in Emilia Petrarca's piece?
I'll do a shopping list with links—all of the makeup I will likely recommend is in the Holy Grails: Makeup list. I'll definitely write about why brush engineering has such a vast delta between shitty brushes and quality brushes, but the short answer is that the factory who makes my brushes I've been a customer of for a decade and are known for being the best of the best. They've been around for over 50 years. It was really obvious visiting the different factories, which ones were about quality and which were about churning out cheap, trendy brushes.
Thank you! I am not a makeup native but would love help with application.
Congratulations on this exquisitely beautiful kit! I've been reading about Kraum and cannot wait to purchase the set.
Thank you Kneale! I'm excited for you to see everything in person.
I just ordered the set!
Will you be looking for more friend help / web help in the future?
I need all the help I can get!
allow me
Until you ship to Europe, I’ll have to have my friends ferry them across the ocean. I must have!
I support this.
Congrats girl. Wish I could easily buy them in Europe!
Beautiful packaging and visual direction as well.
Just got my set in the mail. The brush cleaner formula is by far the best I’ve used - like full wow moment. I can tell I’ll reach for the tiny tapered dome brushes a lot for blending, especially with the Nina Park type makeup that’s popular lately. I also loved how easy it is to apply eyeliner directly into the lash line with the angled brush. Congrats on the launch!
Thank you Em!! Such a great review. Can I use this in an email??
I cannot wait to get my hands on them! Btw this post title is 10000/10 <3
Genius! And beautiful. Can you recommend your favorite liner products to pair with these beauts? I know they work with everything but what’s your go-to?
My absolute favorite eyeliner is Calligraphie De Chanel; it's what I'm wearing in the B&W photo and most times I do any sort of wing it's with that. It only comes in black though and can be a bit tricky to work with because it sets so quickly (especially if you've had it for several months; gel liners dry out over time). Otherwise Bobbi Brown's original gel formula was a favorite growing up. They've definitely changed it since. Here's what I use on the videos on the site/on social:
-Bobbi Brown Long-Wear Gel Eyeliner in shade Caviar ("Baby Wings" Angle Brush)
-Danessa Myricks Colorfix Multi-Use Liquid Pigment in True Matte Black ("Faux Lash" Angle Brush)
-Violette Yeux Paint in Navy ("Delicate Liner" Micro Saber)
-Urban Decay 24/7 Glide-on Waterproof Eyeliner Pencil in Smoke ("Soft Wing" Micro Taper)
-MAC Single Eyeshadow powder in Espresso wet with eyedrops to make a paint ("Cat Eye" Micro Angle)
This is so helpful thank you 🫶🏻