【經過多年的IWE：It’s Whole Exquisite 以科技回歸肌膚健康 用專業打造多元妝容】
IWE創意總監 - 古小偉
IWE自2012年創立以來，始終堅持產品的卓越品質，並不斷研發明星商品。古小偉，作為一個追求完美的天秤座，結合二十多年的專業彩妝經驗，創造了許多深受消費者喜愛的產品，如女神粉底、陶瓷肌蜜粉透餅、炫光彩餅，以及多達25色的粉底顏色。這些產品不僅在市場上獲得了廣泛的好評，也證明了IWE在彩妝界的領先地位。
IWE的未來方向IWE未來將繼續以東方人膚質與專業彩妝為主軸，持續推出彩妝品及配件。副品牌Mm+將以親膚性強的胺基酸為主，專注於頭髮及沐浴產品的研發。IWE的核心理念是「化繁為簡」，強調多功能性與產品簡化，讓每件產品都能兼顧美學與實用性。
產品研發與團隊合作經營一個品牌並非易事，尤其對彩妝產品而言，更需要豐富的經驗與團隊協作。古小偉指出，如果沒有試過上百種產品，並應用於各類膚質，便無法深刻理解產品的改進空間。每個IWE粉底產品的成分都經過精確調配，確保對肌膚的效果達到最佳。這需要與研發團隊密切合作，經過多次測試與調整，才能打造出讓消費者滿意的終極產品。
例子：高潮刷2.0以新產品高潮刷2.0為例，從刷毛的柔軟度、質感到材質的選擇，無一不是經過反覆測試與修改。即使是最挑剔的需求也能被滿足，這就是IWE精益求精的態度。選擇IWE的產品，消費者可以放心，因為每一件產品都是經過細心打磨的藝術品。
IWE的品牌定位與願景IWE的LOGO設計精緻，完美詮釋品牌的核心價值。在未來，IWE將不斷推陳出新，持續提升產品品質，同時在包裝上進行優化，達到「裡外皆美」的境界。
關於古小偉
多面性與靈活性
古小偉認為人應該具備多面性，正如IWE的LOGO設計中英文的正反交叉，這象徵著思想的靈活性與風格的多樣化。這種靈活的思維方式讓品牌能夠展現出豐富多變的美學。
簡約風格的轉變
從曾經以多色彩妝展現時尚個性的“彩妝王子”，到如今專注於簡約設計，古小偉的創作風格經歷了深刻轉變。現在，黑、白、紅成為IWE的品牌標準色，展現出簡潔卻富有力量的時尚理念。
強調自我風格的設計師
作為一位時尚設計師，古小偉強調自我風格的表達，並且堅持多變和獨特的美學理念，這使得他的設計充滿個性與辨識度。
堅持品質與實用性
古小偉的個性始終如一，從不口是心非。他致力於讓IWE的產品高達90%以上都成為消費者“好用”的選擇。他的目標是讓消費者可以根據自己的膚質與膚色輕鬆選擇適合的產品，避免買到品質不佳的"地雷"產品。
After Years of IWE: It’s Whole Exquisite—Returning to Skin Health Through Technology and Crafting Diverse Makeup Looks With Expertise
IWE Creative Director - Gu Xiaowei
Founded in 2012, IWE is dedicated to producing high-quality products while continuously developing star items that stand out for their multifunctionality and ease of use. As a beauty-loving Libra with over 20 years of professional makeup experience and product development expertise, Gu Xiaowei has created numerous beloved products, including the Goddess Foundation, Ceramic Skin Powder Compact, Sparkling Color Cake, and a foundation range with up to 25 shades.
Looking ahead, IWE continues to focus on products tailored to Asian skin and professional makeup needs, while also expanding into makeup accessories. Its subsidiary brand, Mm+, offers hair and bath products made with skin-friendly and natural amino acids. The main focus for future product development will be on simplicity and multifunctionality. Additionally, IWE aims to craft personal lifestyle aesthetics through unique formulas.
IWE products are known for their concise, exquisite, and fashionable design, living up to the name "It’s Whole Exquisite." However, while starting a brand is easy, running one is not. It requires teamwork and extensive experience. In makeup, if you haven't tested hundreds of products on a variety of skin types, you won't truly understand the product or know how to improve it. As Gu Xiaowei says, "Product development is all about balance—too much or too little of an ingredient can make all the difference." Each IWE foundation has a unique formula, and determining the right ratio of ingredients while ensuring they benefit the skin requires precise communication and expertise.
Running a beauty brand involves a lot of effort. Take, for example, the High Climb Brush 2.0. Consumers might say, "It's very useful," but few realize the intricate process involved in its creation. Factors like the softness, texture, and quality of the bristles are critical considerations. Manufacturers go through multiple rounds of testing to ensure perfection, with even the smallest details being refined. That's why fans of IWE benefit from the brand's meticulous approach.
IWE’s elegant logo represents the brand’s commitment to excellence, and in the future, both the products and packaging will continue to evolve toward perfection—achieving beauty both inside and out.
About Gu Xiaowei:
→ Believes in versatility, like the English logo of IWE, which symbolizes flexible thinking and the ability to showcase various styles.
→ Once known as the "Makeup Prince" for his bold, colorful makeup looks, Gu Xiaowei now embraces simplicity, with black, white, and red serving as the brand's core colors.
→ A versatile, self-expressive fashion designer.
→ Consistent in character and never insincere, Gu Xiaowei ensures that IWE products are reliable, aiming for over 90% of the brand's offerings to be highly effective. He wants consumers to confidently choose products based on their skin type and tone, without fear of encountering "duds."