Since taking over Balmain in 2011 as Creative Director, designer Olivier Rousteing has revolutionised the French fashion house into a buzzy brand beloved by the Kardashian/Jenners (they're famously part of the #BALMAINARMY set), magazine editors and street style stars alike, all while garnering millions of followers online.
Rousteing's fearless approach to Instagram and social media at a time where iconic French fashion houses still shy away from online platforms has led to Balmain's stratospheric rise and cemented its relevance in today's zeitgeist.
Now that Balmain is one of the most established fashion labels out there, it makes perfect sense that Rousteing is setting his sights on the beauty world.
In a touching video posted on the brand's Instagram account, Rousteing spoke of his own severe burn injuries sustained in 2020 which made him 'redefine the world of beauty'. Inclusivity and diversity is at the core of Balmain Beauty. 'What I love about this new adventure is that I want to represent all the beauties in the world. No exceptions,' says Rousteing in the video.
Balmain Beauty will join the Estée Lauder family. 'For over ten years, my Balmain team and I have been pushing the boundaries of what is possible in fashion,' explained Rousteing in a statement on Instagram.
'We’ve been determined to reflect the way that today’s diverse generation wishes to live and dress. So, obviously, there was no way that we were going to expand into beauty without ensuring that we had found the partner who understood and shared our outlook. From the very beginning, the team at Estée Lauder Companies made it very clear that they support Balmain distinctive vision, as well as our goal of disrupting the global luxury beauty paradigm. Knowing that — and knowing that Estée Lauder is the paragon of excellence — well, I can’t wait to start working with them.'
Given Balmain's track record for showcasing dewy complexions, statement scarlet lips and hints of sparkle on the runway, we have high expectations for the latest fashion house to launch a beauty line. On our wishlist? Skin perfecting products for every skin tone under the sun, dreamy textures and punchy colours for days.
Speaking on Balmain's foray into beauty, Estée Lauder President, Global Brands, Tom Ford Beauty, Balmain beauty and Luxury Business Development, Guillaume Jesel said:
'Balmain and Olivier Rousteing are visionary forces in global fashion. We look forward to working with them to expand the Balmain universe and forge a new space in luxury beauty that clearly reflects the strong, inclusive, and fearless spirit of the brand.'
The collection is set to launch in Autumn 2024 so watch this space for more information as it comes in.
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