The beauty industry is one of the most profitable, a fact that has not gone unnoticed by the big fashion brand. This is why, over the last decade, several brands have launched their own makeup lines.
Whether lipstick, nail polish, or blush, cosmetics help women look and feel spectacular. I don’t think there is a woman on earth who doesn’t own a little bit of makeup. Not everyone uses makeup daily, but I’m pretty sure everyone has at least some lipstick or has bought it in the past.
We all have a favorite designer and pieces we desire, whether an “it bag” or just an incredible piece from one of our of top brands. But, sometimes, the workmanship and high-quality materials used in these designer pieces imply very high prices that are out of reach for a large part of the population. Because these objects aren’t easy to acquire, they generate an aspirational feeling of belonging.
For luxury brands, the most important thing is to find loyal customers who’ll become regular buyers, so many have launched more accessible lines, like Marc by Marc Jacobs, Polo Ralph Lauren and CK Jeans, that manage to expand the brand’s reach to other types of buyers. But, over the last 10 years, we have seen brands move into a new territory through which they can reach consumers. I am talking about the world of cosmetics. Makeup is a product that allows people to own a small piece of the luxury universe.
Luxury brands having their own makeup lines is nothing new. Chanel launched its own lipsticks and blushes in 1924, and Dior that launched its now iconic Rouge Dior in 1953. These brands have evolved, researched, and created so many products within the cosmetics and beauty industries that they have become experts in doing so. But many other luxury brands such as Burberry, Marc Jacobs, Tory Burch, Christian Louboutin, or Victoria Beckham–which launched in 2010, 2013, 2014 and 2016 respectively–are fish out of water in the makeup industry. Several of these brands have created alliances with industry titans like Estée Lauder, L’Oreal, and Sephora to launch their makeup lines. These collaborations have yielded excellent results in the form of gorgeous lipsticks, blushes, eyeshadow, and nail polish.
There are seemingly endless options in the industry, which can make it hard to choose. I am a fan of trying new makeup brands, and the following are some of the ones I love the most.
This designer has become one of the most famous in the world of fashion. His unique style that celebrates women’s sexuality left its mark on Gucci and Yves Saint Laurent. When he launched his eponymous brand in 2005, it was a total success. But, it wasn’t until the summer of 2010 that he released his first lipstick collection called Private Blend Lip Color, which consisted of 12 colors. The collection was a resounding success, and over the last 11 years it has become one of the most renowned makeup brands in the industry. Currently the Tom Ford Beauty universe includes makeup, perfumes, and a men’s line.
Hermés is classic, elegant, and timeless. In 2020, they launched their first collection in the world of cosmetics. Rouge de Hermès was the first installment and consisted of 24 lipsticks. In April of this year, they launched Rose Hermès, a collection of blushes. Finally, just last month, Les Mains Hermès arrived: 24 shades of nail varnishes. Behind each of these collections is the legendary Pierre Hardy, who has taken inspiration from the brand’s past for these creations. The best part is that Hermès promised to launch something new every 6 months, which means there will be more surprises to come.
This popular designer, a favorite of women on the Upper East Side, has defined low-key luxury since 1981. Born in Caracas, Venezuela, Carolina Herrera is a style icon and her namesake firm, now under the direction of Wes Gordon, is considered one of the most elegant in the world. In October of last year, the firm decided to venture into the world of makeup, under the direction of Carolina A. Herrera, with a collection of 25 lipsticks and 10 compact powders. The twist is the packaging, as the brand wants to erase the line between jewelry and makeup, each of the products comes in beautiful jewel-like cases.
Gucci hit another home run with its collection of 58 lipsticks in different shades. Since the first launch in 2019, the Italian brand has expanded its range of products to include blushes, mascara, and nail varnishes. Each collection, featuring a range of intense hues, is full of the joviality, irreverence, and optimistic energy that has characterized the firm under the direction of Alessandro Michele. Gucci has managed to transfer its DNA to the universe of cosmetics, quickly positioning its cosmetics as favorites around the world.
Each of these brands have released truly great makeup lines that people love. These cosmetics collections are not just another extension of the RTW designs and accessories that we see on the catwalk; they convey the essence of the brand. This type of product achieves its purpose as a gateway to the universe of each brand.
And that is what a makeup line is meant to do: captivate consumers’ attention through products we’ll keep buying as loyal, recurring customers.
There is nothing more luxurious than retouching our makeup, like a painter creating a work of art. This is the allure of makeup. Each piece is like a little treasure.