“Imagine if an everyday task, like applying lip balm, was frustrating instead of soothing,” Aerin Glazer tells me on our video call. The 21-year-old brand founder is referring to 51 million Americans (herself included) diagnosed with arthritis, many of whom struggle every single day with chronic pain, limited mobility, and dexterity issues. And yet, the beauty market, saturated as it is, still falls short when it comes to accessible products that are not only easy to use but also feel like a joy to apply. Within this white space, Tilt was born.
Today, Tilt announces its debut with two everyday makeup essentials: mascara and lip balm. Both refillable products have received the Ease of Use certification from The Arthritis Foundation, which, until now, has largely been reserved for items like pill bottles and pens. “With shaky hands, it’s hard to open and close products,” Glazer explains. “Our mascara doesn’t take as many twists to open, which would hurt your joints, and our lip balm has a magnetic closure. It comes off and goes right back on.” No forceful pulling or twisting necessary. Both also feature soft, squishy material (rigid plastic tends to be difficult to use for those with joint discomfort, Glazer tells me), and the mascara has a custom-length wand designed for maximum control.
Even the outer packaging is intentionally ergonomic, with large, easy-to-pull tabs that don’t require as much dexterity. “I just think there’s a lot of dignity in being able to do something yourself,” Glazer tells me. “Even a person without any physical differences would have trouble opening boxes again, and again, and again, so I definitely wanted to make that experience easier.”
