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New Women-Run Sunglass Line Competes on Price Point – and Wins Over Celebrities

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Founder says she’s trying to “deliberately break the business model of the eyewear industry.”

Toni Ko is the founder of Perverse Sunglasses, a new “ultra-affordable” line that has already made it into the accessory rotations of Rihanna and Cara Delevingne, Stylecaster writes. The article notes that Ko has already achieved enormous entrepreneurial success once before, having founded NYX Cosmetics before selling the company to L’Oreal for roughly $500 million. Her makeup line competed on price, and that’s what she’s aiming to do now with Perverse.

As for the inspiration behind her company name, she explains:

“The meaning of perverse is misunderstood by everybody. The true meaning of perverse is “deliberately doing things against the norm.” I love that meaning because we’re here to deliberately break the business model of the eyewear industry. It’s been really stagnant for a long time. For example, we have a ridiculously beautiful price point for great-looking sunglasses. Another thing that we’ve done on purpose is that we’ve hired nobody from the eyewear industry. I have people from finance, makeup, hair, fashion. I want to bring a different perspective, and that’s the meaning of perverse.”

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