If you’ve ever found yourself staring into the mirror, with one eye done and the other looking like it’s been through a rough day, you’re not alone. Winged eyeliner is the holy grail of makeup looks, but it’s also a notorious troublemaker. Enter TheGuideliner, a brand that’s here to save us from the heartbreak of uneven wings and smudged dreams. Founded by Charlie Pond, TheGuideliner offers a simple, eco-friendly solution that promises to make the struggle a thing of the past.
Pond, a fellow eyeliner warrior, decided enough was enough after too many battles lost to wobbly lines. “Honestly, I’ve spent more time trying to fix my eyeliner than doing anything else in my routine,” Pond admits. “There has to be an easier way, right?” Spoiler alert: There is—and this is it.
Winged eyeliner, once the elusive unicorn of beauty, has been made accessible by TheGuideliner. The brand was created to empower everyone—from makeup novices to those always in a rush—to achieve perfect wings. The magic lies in pre-shaped stencils loaded with vegan soy-based pigments: Just peel, press and perfect your look in seconds. It’s as ideal for a stunning brunch appearance as it is for a sharp image on a Zoom call.
In addition to helping seasoned pros, TheGuideliner supports those with motor-skills disabilities, busy parents and anyone who’s struggled with eyeliner. “Hearing from customers who can finally wear winged eyeliner because of our product is the best part of this journey,” says Pond.
Despite its recent launch, TheGuideliner has thrived through word of mouth and a strong Instagram presence, bypassing traditional advertising. Its website serves as a comprehensive resource for how to achieve the perfect eyeliner flick, offering encouraging tutorials and glowing customer testimonials.
Not only is the product easy on the eyes but it’s also environmentally friendly, using gentle soy-based pigments and recyclable, compostable packaging. “We aim to be effective and responsible,” Pond notes, emphasizing the brand’s commitment to sustainability and ease of use.
Of course, breaking into the beauty industry has not been a walk in the park. TheGuideliner is up against some stiff competition, but what sets it apart is its focus on making beauty routines accessible for everyone—not just those with a steady hand and nerves of steel.
Expanding its reach is the next big challenge. Right now, TheGuideliner is making waves in Australia, New Zealand and the U.S., but there’s a whole world full of people who still have to redo their eyeliner three times before leaving the house. “We’re excited to bring TheGuideliner to more people,” says Pond. “But we’re also committed to keeping it real—sticking to what works and listening to our customers.”
As TheGuideliner grows, expect to see more colours, more sizes and even more ways to make eyeliner easy. With the beauty e-commerce market set to grow significantly over the next few years, the brand is in a great position to ride the wave and keep our eyeliner on point while doing so.
But TheGuideliner isn’t just about selling stencils—it’s about making beauty fun, inclusive and easier for everyone. Pond’s personal experience with the daily eyeliner grind has shaped a brand that genuinely understands what beauty lovers need (and what they don’t). TheGuideliner is quickly becoming the go-to for anyone tired of the struggle and ready for a solution that actually works.
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