Chloe Morello and Ciaté London have made their relationship official in real life.
The digital influencer and the beauty brand collaborated on a holiday offering that includes a 15-shade eye shadow palette, and mini sizes of Wonderwand Mascara and the matte lipstick Liquid Velvet. Priced at $49, it’s rolling out to Sephora, Mecca Cosmetica and Asos next month after already selling out in the U.S. on Ciaté’s web site.
Charlotte Knight, founder and chief executive officer of Ciaté, and Morello hit it off in May when the brand flew the social-media personality and others of her ilk to London to get an up-close look at its products. In person, she recognized that Morello embodies Ciaté’s “pretty, fun and fearless” tag line.
“Obviously, there are a lot of collaborations in the world, and it has to be a relationship that you know is going to be amazing, so you know the product you are creating together is going to be amazing. We worked closely on every detail,” said Knight, prior to a launch party on Thursday at the Los Angeles hot spot Doheny Room. “It’s important to me that personalities and the vision is aligned, and that the personality really speaks to everything that is Ciaté.”
Morello was a fan of Ciaté long before she partnered with the brand. “You get so many invites as a YouTuber, but I jumped on the chance when Ciaté invited me because it has always been my number-one nail brand. Discovering the makeup was amazing. I can’t wait for them to create new products. I am a product junkie, so I really want to see what’s next,” she said.
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In the holiday kit, which includes existing best-selling shades and additional shades picked by Morello, she weaved in a dark blue eye shadow shade that she uses for deep smoky eyes and rose gold, a favorite color of hers, into the packaging along with purple. “Anyone who watches my videos knows my view on makeup that it must be very wearable, and I wanted to have a really wearable palette,” Morello said.
The collaboration with Morello highlights Ciaté London’s makeup, a beauty category the nail polish purveyor initially introduced last April that today represents about 70 percent of the its sales. The brand’s makeup is only distributed in 200 doors worldwide compared to 4,000 doors worldwide for its nail products, but 700 more doors will be carrying it for spring.
“Nail has been pretty tough, and everyone is reporting declines globally, but we have maintained quite a stable position in nail and our color business has just flourished,” Knight said. Since the brand premiered makeup, it has also nudged into skin care with Makeup Melter. “It has been phenomenal in terms of the sales and reviews, and it gives us confidence that the barriers of being a nail brand [are disappearing],” said Knight of the makeup remover with murumuru seed butter and vitamin E.
Ciaté London has leveraged collaborations to raise awareness as it has broadened its merchandise range. The brand had an association with Olivia Palermo that ended earlier this year preceding the holiday tie-in with Morello that Knight believes is reflective of the fast-moving beauty market.
“When we collaborated with Olivia Palermo, it was a year-and-a-half collaboration, and that doesn’t really exist any more. Collaborations are generally maximum six months before the consumers’ attention has moved on to something else,” she said. “Gone on the days where you do a collaboration for three years because the consumer might not care after six to eight months.”
For Morello, collaborations are preferred to starting her own line. “That’s great that people are doing that on their own. I’ve always felt that I probably wouldn’t want to come out with my own makeup brand because what I love about what I do is being a product junkie, and I wouldn’t want to feel like I could only use my own brand,” she said. “I’ve never had the desire to do my own makeup brand. I’ve never claimed to be a makeup artist. I’m just a makeup enthusiast.”