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Hi! I'm Charlie, the Founder of TheGuideliner™ where we're
Redefining What Eyeliner can be
We’re not just changing how eyeliner is applied, we’re changing who it’s for. TheGuideliner™ was created for everyone who’s ever looked at a perfect wing and thought, “I wish I could do that.”
I used to be one of them. Like many, I tried everything, liquid pens, stamps, sticky tape hacks, stencils, hoping for those clean, sharp wings we see on celebrities and influencers. But every attempt ended in frustration. My hands weren’t steady. My eyes weren’t symmetrical. It always felt like eyeliner just wasn’t made for me.
TheGuideliner was born out of that struggle. Not to compete with liquid eyeliner but to include those of us who felt left out by it. And if that’s you, you’re exactly who we made this for.
We’re not here to compete, we’re here to include.
Millions of people across the globe share this eyeliner struggle, each looking for a solution that brings both simplicity and elegance. This universal quest is what sparked my creation of TheGuideliner.
A bit about our name
TheGuideliner™ captures the essence of our product perfectly, it's a guide, in one simple word.
Although our Guideliners can achieve perfect winged eyeliner as they are, we chose this name to emphasize how our product can serve as a reliable guide. Use them straight from the pack or trim and trace for a tailored fit. Whether you’re a beginner, have a shaky hand, or live with a disability, The Guideliners make precise application possible, no makeup artist required. Simple, inclusive, and stress-free.
Eyeliner Redefined
For those skilled in makeup, liquid and pencil eyeliners can provide precision with little or no help. However, stamps and stencils, though somewhat helpful, often fail to deliver a lasting, crisp look and still require some skill.
That challenge inspired me to create TheGuideliner, a smarter, simpler solution for flawless eyeliner that lasts.
Each Guideliner is a pre-shaped wings infused with 100% vegan, organic soy-based transferable pigment, designed in the two most popular eyeliner shapes and available in multiple sizes and colours.
Application is simple: place it where you want your flick, activate with water using an applicator, and in under a minute, it sets for up to 3 days. No skill needed. No stress.
Whether you're a beginner, a busy parent, someone with a movement challenge, or just tired of uneven wings, TheGuideliner makes eyeliner easy, accessible, and long-lasting for everyone.
Our Mission
We don’t just simplify beauty, we do it sustainably.
From our ingredients to our packaging, every detail is designed with the planet in mind. Our soy-based pigments are a renewable resource, and our packaging reflects the same care: recyclable boxes, compostable mailers, stickers, safety seals, even our shipping labels. Our products are non-toxic, safe for your skin, cruelty-free and kinder to the earth than traditional eyeliners. This is beauty without compromise, effortless for you, thoughtful for the planet.
Welcome to the future of eyeliner, where every day is a good eyeliner day.
