The concept for MISS SWISS developed from a personal “purse-catastrophe.” Our founder’s eyeliner lid came off of her eyeliner, while inside of her purse, which spilled all over the interior, ultimately destroying the purse. This issue occurred because there was friction between the lid and other items in her purse such as her phone and wallet that caused the eyeliner lid to come off. After researching this problem she determined that many people have the same problem with makeup spilling inside of their purse or traditional makeup case. The issue is the friction of the lid occurs with either other items in a purse or even other makeup items. In traditional makeup cases, makeup and brushes can still freely move inside the case and the mess is only contained, not prevented.