The brand behind Cara Delevingne's silver Met Gala hair is turning 90 years old.Mehron, which got its start in theater makeup, has shifted its business more toward the real-life woman. “As formulas improve, as technology improves as raw materials improve as packaging improves, we’re turning beauty — beauty is finding us,” said Marty Melik, president of Mehron. To celebrate 90 years, Mehron is launching new products, including Brazen Mascara and 1927 liner.The company's theater background has given it the foundation to branch into everyday makeup, said Stephanie Koutikas, Mehron creative director — especially in the age of Instagram. “Theatrical makeup is known for its staying power, the pigment, the colors…for us to create a beauty line out of those attributes was easy,” she said.“The everyday girl is performing…she’s taking a selfie, she’s out there running in her heels to get to a meeting. She needs to be perfect, her makeup needs to look great — it was to look great in person and last,” Koutikas said.In the theater world, Mehron is well known for its mixing liquid and loose pigments — the combination used on Delevingne's hair, according to the company.As the company looked to make its products more palatable to the average person, certain things — like foundation — which was thicker for theater purposes, required a reformulation to become more wearable in the age of high-definition technology. Koutikas set out to simplify and modernize that formula, as well as expand the shade range. (There are now 20 shades.) The brand makes the products itself, in addition to operating a small private-label business for makeup professionals. Fans include makeup artist Pat McGrath, for example, who included Mehron mixing liquid with her Gold 001 pigment launch."Everybody wants the products that the pros have been using for years," Koutikas said.The company's core business is still with costume-type stores, which sell the products for movies, advertising, fashion shows and body painting, but recently, it's partnered with e-commerce retail partners that sell on their own sites, as well as Amazon. Mehron also recently launched its own web site, where it sells performance makeup — think fake blood for Halloween costumes — or the beauty site, where it sells more traditional items, like lip and cheek palettes. The brand is also now being sold in select beauty boutiques, Melik said, where it will continue to ramp up.Industry sources project the business is on track to do $10 million in sales for 2017. It is still privately owned.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)