Design Thinking: MYO

Image courtesy of MYO.

In Graduate School, professors loved to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Image courtesy of MYO.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with MYO Founder Suzanne Carter to learn more about the company.

Image courtesy of MYO.

1. What makes MYO different?

MYO designs products in collaboration with professional makeup artists, flight attendants, and frequent travelers to ensure real-world performance, efficiency, and durability. Our Luxe Travel Collection uses high-end, medical-grade, non-leaching materials to protect makeup, skincare, and toiletries while remaining TSA-compliant. We seamlessly blend luxury design with refillable, hygienic systems and embed sustainability at the design level through circular end-of-life planning, recycling via PACT Collective, and commitments like 1% for the Planet and reforestation.

Image courtesy of MYO.

2. How has MYO evolved?

MYO originated as a professional-focused brand, innovating reusable makeup storage solutions that condensed pro artist kits to save space, reduce weight, and improve efficiency while alleviating physical strain. With nine years of experience supporting makeup artists globally, we are now translating that expertise into the MYO Luxe Travel Collection for everyday consumers. This evolution expands our mission from a niche professional market to a broader beauty and travel audience, replacing single-use solutions with sustainable, refillable systems.

Image courtesy of MYO.

3. How does MYO bring its mission and vision to life?

MYO designs products that reduce waste, improve hygiene, and simplify both travel and daily routines, replacing disposable travel miniatures that contribute to nearly 1,000 tonnes of plastic waste annually. Our circular design approach prioritizes refillable formats, durable materials, custom cleaning tools, and clear recycling pathways, with every feature tested and refined by real users. At our core, every decision considers both people and planet, proving that luxury, performance, and sustainability can coexist.

Image courtesy of MYO.

4. What’s the future of MYO?

MYO aims to become the category leader in sustainable, performance-driven beauty and travel efficiency solutions. We plan to set a new standard for circular, refillable packaging while meaningfully reducing global plastic waste through long-lasting alternatives. As we expand partnerships with luxury retailers, travel brands, and professionals, we will continue to scale responsibly while staying true to our commitment to people, planet, and product integrity.

Image courtesy of MYO.