S2K and the all-in-one “Charismastick”
The Charismastick by S2K Paris, launched in France in 2024 by founder Cherazad Sekkai, after a 2 year development phase.
The idea behind the all-in-one product was to bring an easy makeup tool for busy women. The Charismastick is the first product launched by S2K Paris. This multifunctional 4-in-1 stick allows users to apply makeup to the lips, cheeks, and eyes while providing nourishing care thanks to its natural oils. Its lightweight, hydrating formula is perfect for those seeking simplicity without compromising effectiveness.
Starting from bootstrapping and “love money” - combining personal savings with family loans - Cherazad was able to develop a 100% French R&D and production, which allowed the founder to maintain complete control over the brand's vision and direction. With an education in management and accounting and a professional experience in banking and insurance, Cherazad decided to pursue her passion for beauty by specialising in makeup and hairstyling for events. Today, she leverages this expertise to offer products that combine aesthetics, care, and practicality.
Cherazad wanted a product that answered "active" lives. The inspiration came from a close friend - a lawyer - who confided about her struggles in finding time for beauty and self-care. Her challenges in balancing professional life and personal well-being resonated with Cherazad and motivated her to create a simple, quick, yet elegant makeup solution.
The formula development was a lengthy process, spanning over a year. Working with demanding French laboratories to ensure clean formulations without compromising quality which required great perseverance. Securing market approval took time, but it was essential to guarantee a flawless product. From the project’s inception to the launch, the timeline was about two years.
Another make-up product in an overcrowded segment?
Makeup has always been a means of self-expression and confidence for Cherazad, so she wanted to offer women a product that helps them feel beautiful and comfortable with minimal effort—a simple gesture to reconnect with oneself, even during a busy day.
“We didn’t feel like we wanted to add to the busy make-up aisle. Instead, we wanted a gentle and effective product- a hybrid product- that would replace a plethora of offers. The Charismastick was designed as a hybrid product, blending makeup and skincare. With ingredients like macadamia oil and organic castor oil, it nourishes and cares for the skin while adding a touch of colour and radiance. This fusion of beauty and care is the essence of S2K Paris.” ” explains the French founder.
The beauty founder aimed to create a multifunctional product tailored to the lives of modern women, who are often very busy. The Charismastick can be used on the lips, cheeks, and eyes while also offering skincare benefits. It's a practical, versatile solution for quick and effective makeup in under two minutes, perfect for women on the go. Additionally, the built-in brush adds extra convenience.
What about it
The Charismatic is housed in dual-sided packaging, with one side for the formula and the other for the brush.
"Charismastick is made from natural and vegan ingredients, with certified organic oils. The key ingredient is macadamia nut oil, which protects the skin from external influences and helps it retain moisture. Described as anti-ageing, it is a beneficial oil for reducing skin ageing and restoring softness, elasticity and suppleness to mature skin. The formulation is certified organic, designed from ingredients of natural origin and 100% vegan," says the brand.
The name of each shade celebrates women in our society: Pink for Marie Curie, a famous French (Polish-born) scientist and Nobel Prize winner. Brown for " Olympe de Gouges, an emblematic figure of the French Revolution, fought for equality and wrote the Declaration of the Rights of Women and the Female Citizen in 1791," explains S2K Paris. And Cherry for Simone Veil, a figure in the fight for women's rights, in particular for the 1975 law that legalized abortion, today known as the Veil Act (French: Loi Veil).
Target market
The brand caters to women who often lack time for themselves but still want to feel beautiful and confident. This includes mothers, ambitious professionals, or any woman looking for a simple, high-quality product that respects her skin and the environment.
The primary focus is France, but international expansion is also planned, as S2K Paris is already generating interest abroad. "Made in France" products are increasingly appealing, particularly in countries where the quality and authenticity of French cosmetics are highly valued.
S2K Paris is currently distributed online. This approach allows Cherazad to provide a direct and personalised customer experience. However, in the future, the brand plans to develop points of sale in luxury stores or perfumeries where our high-end, ethical approach would fit perfectly.
The Charismastick is our launch's flagship product, available in three shades. Each shade pays tribute to a historically influential woman and emphasises the importance of self-empowerment and self-care.
In the future, S2K Paris will likely include new shades and additional products that uphold the same philosophy of simplicity and efficiency. The brand aims to expand the range of hybrid care products to meet more makeup and skincare needs while continuing to grow in the French and international markets.
