Iconic Beauty Brand name Trend Reasonable Relaunches With New Formulation, Packaging and a Retail Partnership With Sephora
Picture: Courtesy of Vogue Good Cosmetics
Trend Reasonable Cosmetics — the beloved, trailblazing luxury makeup manufacturer catering to Black gals — is established for a key comeback. After undergoing a change in ownership, a rebrand and a formulation makeover, the famous natural beauty model is hitting the shelves at Sephora this slide.
Originally introduced in 1973 by Johnson Publishing (the organization powering Ebony and Jet) to cater to Black ladies whose complexion requirements ended up currently being disregarded by the mainstream cosmetics field, the department store brand name grew to become synonymous with luxury Black beauty, and counted Diahann Carroll, Aretha Franklin and Pat Cleveland as its spokespeople. It was hugely successful, inevitably developing its footprint to much more than 2,500 outlets around the world and bringing in virtually $60 million a yr by 2003, per Vogue. But as Johnson Publishing faced the troubles of a shaky media landscape and competitors from natural beauty conglomerates like L’Oréal and Estée Lauder that had eventually begun to cater to a extra inclusive vary of pores and skin tones, Style Good struggled to keep up.
Enter Desirée Rogers, who served as CEO of Johnson Publishing from 2010 to 2017, and her business associate Cheryl Mayberry McKissack, a previous colleague from the publishing business. Quite a few years back, the pair manufactured it their mission to make a elegance empire catering to the needs of Black women of all ages: 1st, they bought mass-current market cosmetics label Black Opal in 2019, and then lifted resources to obtain Vogue Truthful as well, proceeding to give it a complete rebrand, system overhaul and packaging facelift to relaunch at Sephora.
The 2021 model of Style Fair is smooth and present day, with the exact same target on luxury as its predecessor. Clad in straightforward gold-and-white packaging, the variety contains 14 lipsticks (which include beloved shades from the initial line), a primer with hyperpigmentation-fighting houses and powders in free and pressed kinds. Actor KiKi Layne, finest regarded for her job in If Beale Road Could Speak, serves as the ambassador of the freshly reimagined brand name.
KiKi Layne for Trend Honest Cosmetics.
Photo: Courtesy of Fashion Good Cosmetics
“I come to feel like Fashion Honest is placing her crown back on,” Rogers advised Marley Marius in an interview for Vogue. “The queen may have taken a small break, but she’s placing on her gown and her superior heels, and sitting again in that throne. So look at us reign.” For more on the Style Honest relaunch, as properly as a glimpse back again at the authentic brand name with Pat Cleveland herself, head to Vogue.com.
