Why "Clumzy Jane"?

People ask about the name a lot. It's two words, and each one means something to me.

"Clumzy" — because being clumsy is just the beginning

Nobody picks up false eyelashes and nails it on the first try. Nobody. The shaky hands, the crooked band, the lash stuck to your finger — that's not a sign you're bad at this. It's just the start of learning something new.

We treat "clumsy" like an insult, a fixed thing you either are or aren't. I see it differently: clumsy is a stage, a normal part of the process everyone moves through. You were clumsy the first time you did winged eyeliner, too. Then one day you weren't.

I kept the playful spelling — Clumzy — because I didn't want the word to feel like a flaw. It's a wink. A reminder that a little clumsy is completely okay, and that you're already on your way to good.

"Jane" — because Jane could be anybody

The first thing people think of is "plain Jane." I actually love that, because I want to flip it.

Jane isn't plain. Jane is everybody. Today you might feel like an Emma. Tomorrow, a Brooklyn. The point is that a name — or a look, or a "type" you've been sorted into — was never meant to box you in. I don't think anyone should be defined by their name, their face, or how good they are at makeup on day one.

So "Jane" is deliberately open. It's a placeholder for you, whoever you are today and whoever you feel like being tomorrow. Natural one day, full drama the next. Both are Jane.

Put together, it's a promise

Clumzy Jane = it's okay to start clumsy, and you can be anyone you want along the way.

That's the whole brand in two words. Lashes that meet you where you are — beginner, shaky-handed, still figuring it out — and let you become whoever you feel like today.

— Jane