Rachel here, founder of SUBTL. I wanted to make sure I took the time to personally thank you today!
For those of you new this year, we’re a small business located in Pittsburgh, PA. I started working on stakable makeup in 2017 and officially launched SUBTL from my basement in 2019. 2025 marks our 7th year in business, which is surreal to write.
If you’ve been here for a while, you know I like to take the opportunity to reach out on Small Business Saturday to thank you for your continued support.
2025 was driven by one thing: you.
We spent this year listening. I personally interviewed over 100 of you to understand your routines a bit better, as well as ran three major product tests. Your feedback didn't just help; it co-developed our product roadmap to ensure everything we make streamlines your morning.
We expanded our lineup in big ways with the arrival of Lip Glaze, Bronzing Balm, and the long-awaited BB Powder Foundation. We knew you wanted a foundation, but we didn't realize how much until it became our biggest launch since Eyeshadow Duos back in 2021!
Beyond the products, we loved getting to spend quality time with our hometown community at our Pittsburgh pop-ups. Connecting face-to-face reminded us exactly why we do this.
Then came the big news: SUBTL. landed on Ulta.com! 🧡 Retailers only bet on brands with a passionate community. This milestone isn't just a win for us; it’s a testament to the community you’ve built.
As a thank-you, we’re celebrating Small Business Saturday a little differently this year. Instead of a flat discount like we usually do, we decided that the more you stak, the more you can save (up to 40%!)
I’m especially excited about our annual value set, the Subtl Set Vol. VII. We craft this set each year as a love letter to our customers, making sure it includes your favorites as well as some newness to spice up your season. The new 4-Piece Brush Set is to die for (seriously, the team fought over our initial samples), Nothing but Nectar is the ultimate warm nude, and Spiced Cranberry Lip Balm was the happiest accident… We didn’t initially intend for it to be tinted, but it’s actually the perfect amount of color!
From the bottom of my heart, thank you again for all your support. We would not be here without you, and I promise to continue to honor and respect that each and every day.
Happy Holidays, Rachel
P.S. If you made it this far, I have something special for you... For the first 100 who read this: use code GRATEFUL for an extra 15% off your order (on top of our already amazing discounts). No threshold. No exclusions. Just my gift to you. Happy staking!
