Velia LONGO: Founder of GLITZ TOY

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  • Tell us something about yourself, your background

I have long been fascinated by innovative technology. This passion combined with my proven keen eye for detail, thanks to my BA studies in Design, has provided me with a unique insight and understanding of the latest beauty and technology trends and I continue to have my finger on the pulse of all that is new and unique in the market.

Influenced by the world of PR, Advertising, Beauty and Fashion for many years, I was the editor of a popular magazine for almost a decade. Having lived in Milan, Paris, Los Angeles and now London, has helped me gain a deep understanding of the global beauty industry, particularly with regards to consumer buying behaviour. My broad experiences led me to identify a significant gap in the beauty market, specifically in the makeup industry and the marriage between technology and innovation.

As the Founder of GLITZ TOY, I am combining gained skills in creative thinking and strategy, marketing and business development. I have pioneered the creation of the GLITZ TOY range of tools from concept through to prototype. 

  • Tell us about the product you invented with a brief explanation

GLITZ TOY is a young and playful brand that specialises in developing reusable, electronic beauty devices at an affordable price for young generations. Designed to solve the challenges of busy, everyday life, GLITZ TOY allows beauty lovers to utilise technology to achieve results quickly and effectively, even on the move.

Our innovative technology promotes optimal makeup application and revolutionises the delivery of active ingredients, so that they work just as intended, using the minimum amount of product, which in turn makes the product last much longer. GLITZ TOY is perfectly positioned to bridge the gap between tech and beauty; helping people to gain fast and flawless results from their homes whilst also promoting a more sustainable and environmentally friendly mindset.

Put simply, we are transforming the makeup industry by combining technology with beauty in a way that has never been done before. We are making single-use cosmetics a thing of the past. The design and aesthetics of GLITZ TOY range is what makes our products really stand out in the marketplace. We have invested time and resources into getting the best possible designs for our products so that we can be sure they perform better than what is currently available. 

  • How/Why did you start inventing. What set you off?

GLITZ TOY was born out of my personal frustration with how quickly I consumed my own makeup products. I found myself buying essentials like Mascara every month, and I felt like there must be a better way of using these products without all of the packaging wastage. This was when the idea for GLITZ TOY was born – a range of portable, reusable and affordable products that meant beauty enthusiasts could consume all of their favourite products, achieve professional results and reduce unnecessary wastage.

Additionally, the beauty industry is seeing a surge in HOME SPA, self-care and DIY driven in part by the restrictions brought about by the pandemic. GLITZ TOY has been designing beauty and skincare tools for the ‘new normal’ consumer since its inception. We are now focused on bringing our products to market so that we would be able to help millions of more people take control of their beauty routines from the comfort and safety of their own homes.

  • How did you get from idea to finished product?

In 2019 I had been actively researching the beauty tech industry and attending international beauty trade fairs to analyse what was available on the market, identify competitors and try to get a better idea on how to proceed further. In the meantime, I started designing and sketching the products, I worked with engineers on the internal functions and 3D artists to create 3D visuals of the collection. I then selected the best beauty tech manufacturers to produce product prototypes and testing samples. Early 2020 I have been busy working on branding strategy, design, marketing strategy, social media and the e-commerce platform so I would be able to launch the products by September 2020. Now l am working on R&D and prototyping for new extremely innovative tools. 

  • Where are you with your product?

GLITZ TOY has recently launched its ‘ready to ship’ Skincare Collection and in 2021 will begin to launch selected products in their Hero Makeup Collection.

  • What is your vision for the brand?

My vision is for GLITZ TOY to become the leading brand in the field of Makeup Technology and to be known as the brand that first brought to market these kinds of products. We are already in talks with American and Asian retail chains and can see very real opportunities for the brand to gain prominence on a global scale. 

–End of Interview–

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