ARTISTIC ARRAY: Rituals Cosmetics has teamed with the female street artist Claudia Walde — known as MadC — on a beauty capsule range that launches April 3.
The German-born artist is known for vividly abstract murals — her art is showcased at the Pure Evil Gallery in London. Using a combination of acrylics, water colors and spray paint, she has designed the beauty brand’s new packaging using her graphic work.
Walde said the personality of the brand fit her and called the design an “emotional” process. “It was completely new for me to paint according to a fragrance,” Walde said. “I had the sample of the Express Your Soul collection and my whole studio was immersed in the refreshing summer scent. I closed my eyes and imagined colors inspired by the scent. Being inspired by that, I painted several layers every day.”
“I think the biggest challenge was really that I had to paint something that was me — that is my style,” Walde added. “A typical messy canvas that fits the fragrance and the many different formats of these products.”
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The eight-piece Express Your Soul line consists of bed and body mist, body scrub, shower gel, fragrance sticks, tea, shimmer body cream, shower oil and a sketch book. Prices range from 4.50 pounds, or $5.60, for tea to 25.50 pounds, or $31, for fragrance sticks. It will be sold on the brand’s web site and at stores as well as at select department stores.
Walde has several workshops planned for later this year in Germany and Cambodia. This summer she also plans to paint large murals in Montreal and will be in Helsinki to mount a show.