After last night’s much talked-about debate, we awoke to news we weren’t expecting: Joe Biden has a beauty brand.
Aptly called BIDEN Beauty, the new brand isn’t backed by or affiliated with the former VP (he may not even be aware of it) or his running mate Senator Kamala Harris, but a group of Biden-fan beauty gurus decided it was time to bring the election to the beauty industry to spread awareness about voting. And in their case, voting blue.
Of course we instantly wondered whether or not this was a hoax, but according to the brand, “BIDEN Beauty is a real beauty brand that aims to merge beauty and politics to push forward a message of diversity, inclusivity and agency within the beauty communities—and beyond.”
“Beauty has always been inherently political,” says a spokesperson from the brand, who has chosen to remain anonymous as not to distract from the brand’s mission. “From the beginning of time to now, all people have participated in beautifying as an act of defiance. We’re excited to push forth the message that this country is only made powerful by the vast diversity of its people. We hope that all underrepresented voices from all walks of life feel welcomed in this nation. Beauty has the ability to unite and BIDEN Beauty’s aim is to be representative of everyone. We hope these products make constituents feel more empowered and less alone.”
The first product to launch is a $20 blue, dual-sided makeup sponge called BIDEN Beat, and 100 percent of the proceeds will go to the Democratic National Committee and Biden Victory Fund. Three more products are set to launch next, including Biden Bounce Hyaluronic Acid and We Glow High Kamala Highlighting Stick. In addition to products—there’s other merch like a hoodie, a hat and stickers, too—the brand’s website also includes links to voting registration information and other election-centric resources.
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