In the midst of the global COVID-19 pandemic, the world came to a screeching halt, leaving several industries devastated. Among the most heavily impacted were the livelihoods of makeup artists, whose work centered around preparing individuals for public appearances. Celebrity makeup artist Derrick Rutledge found himself facing unprecedented challenges during this time. As masks became a necessary accessory, covering most of the face, the demand for full-face makeup significantly diminished. However, Derrick quickly adapted to the situation by leveraging technology and received numerous requests for virtual tutorials on eye-makeup application. Women started to experiment with various eye makeup techniques, seeking to enhance this visible feature in a world where masks dominated.

Being a seasoned professional, Derrick knew the impact that eyelashes had in making eyes stand out. He understood that one of the most effective ways to make eyes pop was through the use of false lashes. 

Biggest challenge was creating visual content/photoshoot virtually and monitoring sales to make sure that financial risk remained low and return of investment remained high.