Just when you thought the industry was saturated to capacity with all things makeup, three new behemoth influencers are in position to shift the landscape once again. Forget about the occasional ‘slap your name on a case’ deals between celebrities and major makeup brands. These women are out to change the way you think about applying and expressing yourself with makeup.
Rihanna has never been one to sit politely and smile, so when news broke of a new partnership with LVMH (they of Kat Von D and Marc Jacobs Beauty), we had visions of something significant. The brand will be called Fenty Beauty by Rihanna, and is set to launch in late 2017. Here’s hoping there are no pastels or neutrals, because we’d like to live out loud and in living color if we’re gonna rock Fenty Beauty.
There will probably be plenty of neutrals in the new partnership between Victoria Beckham and Estee Lauder. The fashionable influencer is teaming up for a limited edition line set to hit stores in Autumn. Beckham has already shown and proved with her clothing line and a previous partnership with Nails Inc. Industry insiders speculate this latest partnership is an attempt from Estee Lauder to reach a younger audience.
And the makeup and fashion world awaits with bated breath, the latest collection from Makeup Goddess Pat McGrath. Skin Fetish 003 hits her website and Sephora on April 26th, and if previous launches are any indication we don’t expect to see stock last longer than a nanosecond. The collection features a dual ended highlighting stick, a highlighting balm, and a brush. Here’s hoping Sephora is prepared with backstock, because the frenzy surrounding this gorgeous release could turn ugly.