One of the Kryolan models at the launch event

Makeup artists the world over are familiar with German-based makeup brand Kryolan. The Berlin-based brand began 66 years ago and has served theater, film and television around the globe. Kryolan will still serve the theater, of course. But it’s becoming more appealing to the Hillary Whitneys (i.e., consumers and non-thespians, a reference to “Beaches,” of course) of the world in addition to its C.C. Blums it’s already won over. Plus, the brand’s relaunching its website.

Kryolan archive

Another model at the event.

A Marie Antoinette era model.

Kryolan’s colors and textures are rare in that the color you see in the packaging is the hue you see on the skin.

The brand’s new positioning draws on Kryolan’s heritage creating products for makeup artists since the 1920s. This was when the line’s founder, Arnold Langer, a committed chemistry student heavily influenced by the artistic expression in Berlin, combined his passion for theater and science to create the makeup range. Kryolan is also launching seven new products.

The line is pigmented and cultivates a decidedly theatrical vibe, in a good way. Whether you’re set on getting as dramatic as CeCe Blum’s “Oh Industry” sequence (am I the only one who is DYING to see the rest of that play?) or simply want to bring your color-saturation A-game, Kryolan’s got your cosmetics needs covered.