Most brands start with products and then build an audience. Cult Cosmetics has done it the other way around.
During almost three years as senior director of e-commerce and online marketing at skin-care brand Murad, Ryan Eberhard sensed that something big was happening online with nail art, and he wanted to be a part of it. So, last year, he launched a Facebook page entitled Nail Art, which has rapidly developed into an unparalleled digital platform dedicated to nails with more than 1.6 million likes and a quarter of a million users engaging with it weekly.
Nail Art on Facebook has become perhaps the most enormous focus group in the world for Eberhard’s new brand, Cult Cosmetics. “It has created this huge community for me to interact with. We ask them about colors and textures and designs. We get so much feedback it is like running a nail salon with 1.5 million customers,” he said.
Cult Cosmetics has introduced a nail product range with 16 polishes, two topcoats and a basecoat priced at $12 each, as well as nine polish sets for $29. There are ancillary nail products too, including nail clippers and nail art tool and brush kits priced from $3.99 to $14.99. The theme of the initial assortment of polishes centers on Los Angeles locales. A polish named Mulholland, for example, is rich chocolate brown, Chateau Marmont is maroon and Runyon is sage green.
“L.A. is driving edgy and irreverent nail fashion, and we were inspired by that and wanted to pay tribute to that,” said Eberhard. Speaking generally of what the collection says about Cult Cosmetics, he continued, “Compared to many of the established brands, it’s a little rebellious. It’s a little bold. The customers that are drawn to Cult are drawn to colors, designs and nail art trends that are more expressive than what a lot of the incumbent brands are providing.”
The polish collection isn’t Cult Cosmetics’ first foray into marketing products. The brand has been selling a subscription service it calls Blackbox, which is priced at $19.99 monthly for three seasonal polishes and a professional tool. “Everything that we sell in Blackbox has already been part of a conversation that we have had with the community. Every month, we are on top of whatever the hottest nail trend is and ensure that women get it,” explained Eberhard. “We are in six-figure-per-month sales and had well over 1,000 subscribers prior to the launch of our collection. That’s with in-house fulfillment basically at the kitchen table.”
Although products by Cult Cosmetics, which is backed by Santa Monica, Calif.-based firm Science Inc., are only available at cultcosmetics.com currently, Eberhard doesn’t believe the brand will be limited to online sales for long. “Our online presence is large enough that we will be driving customers into retail asking for Cult,” he said. “Another thing that will make us interesting to retail is that Cult stands for what’s trending right now. I like to think of us as a fast-beauty company in the same model as Zara is for fashion. I think that it is going to be very compelling to retailers.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)