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Deck of Scarlet Launches New Palette and Tries Hand at Canadian Market

YouTubers create palettes for subscription service. Kicking off 2017 is a look from Canada's Sonjdra Deluxe.

Deck of Scarlet, which is regarded as the first makeup palette subscription service, has released a new collection for the year with a YouTube spin. With the debut, Deck of Scarlet is expanding into Canada. The limited-edition palettes, which are delivered every two months, are priced at $29.95 and provide a full selection of items needed to create a curated look. Deck of Scarlet was launched last year by Scentbird, the perfume subscription service.

Each palette features an artist-in-chief, with this season’s edition developed by Sonjdra Deluxe, a top Canadian YouTube artist with a flair for edgy, dramatic looks. Dovetailing with her look is expansion of the subscription service into Canada. One of the colors in the palette is called “Eh!”, a common Canadian expression. According to Deck of Scarlet, there have been requests to broaden distribution into Canada.

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“Deck of Scarlet is a concept built around our favorite YouTubers — many of them are U.S.-based, but some are international,” said Mariya Nurislamova, Deck of Scarlet’s chief executive officer. “Our artist-in-chief this season is the Canadian Beauty blogger Sonjdra Deluxe. Sonjdra has a very robust following in Canada and we wanted to make sure her fans could order the palette she curated. 
The expansion to Canada will be accomplished through our existing international partners.”

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Sonjdra Deluxe’s videos represent a voyage through the artistry of makeup and personal positivity based on her motto “stay pretty and love yourself.”

The color scheme is a mix of sultry and subtle with shades such as Black Roses eyeshadow, the cherry red eye called Eh!, a nude lipstick called Scrumptious as well as a burgundy hue. That’s teamed up with a cheek color, highlighter, lip pencil and eye pencil for a total of nine products. The makeup flaunts high-impact, dimensional pigments and rich, creamy textures for long wear and comfortable application.

Deck of Scarlet is Scentbird’s second subscription business. The company gained traction in the box business for offering consumers avenues to sample established brand-name scents. Deck of Scarlet is building a brand from the ground up, appealing to consumers who want the convenience of a full look via home delivery.

Each YouTube makeup artist will feature tutorials using the products and there will be links on the Scarlet web site ( to the videos. Customers’ images of looks from the collections will also be featuring on social platforms.

Scentbird shipped its first box in October 2014 now has 100,000 subscribers paying $14.95 for monthly 0.27-oz. samples. The business raised a $2.8 million seed round in March of last year and upped its marketing efforts, including influencer marketing and switching from photo to video ads on Facebook. The same tools that helped build Scentbird will be tapped for Deck of Scarlet as well, the company said.