NEW YORK — Makeup artist Shalini Vadhera, who launched a beauty collection called Global Goddess nearly three months ago, is already gearing up for a busy fall.
She is expanding Global Goddess’ 25-item color line with the September launch of Darling Darjeeling, a tea-inspired color collection, and the company also plans to introduce a skin care assortment in late fall or early spring.
Darling Darjeeling, a 13-item color collection, is inspired by a “champagne of teas” — green, white and Darjeeling teas — found in West Bengal, India. The line includes Define kohl eye pencils infused with tea extract for calming and soothing effects; Chai cheek color blush with green tea for its antioxidant effects; Divine White Tea Infused eye shadow, which is designed to fight aging, and Exotic Eyes Blackest Mascara, which is made from Indian mowrah butter.
Global Goddess aims to pick a “destination to glamour” every season, exploring beauty practices in different regions of the globe. “It’s a way to learn about culture and allows our customers to go on a journey without having to leave their doorsteps,” said Vadhera, who has traveled the international makeup circuit for more than a decade and has worked on everyone from Alec Baldwin to Jamie Lee Curtis.
For Global Goddess’ entry into the skin care category, the company has planned a 20-item line featuring dry oils, body scrubs and face creams. White Tea Body Clench, a hydrating body cream inspired by Chinese beauty practices, contains white tea and caffeine and is designed to tighten and firm the skin. A South Asian beauty practice — using cooking spice as an anti-inflammatory — was employed in the Brightening Turmeric cleansing body scrub. With a combination of bamboo, jasmine, rice and wasabe, the scrub is designed to brighten and lighten the skin, giving it a natural glow. Inspired by Japanese geishas, Seduce Face and Body Silk is composed of white camellia nut oil to revitalize and hydrate the skin. It can also be used to address stretch marks.
Last month, Vadhera included beauty tips from around the globe in a new book, called “Passport to Beauty: Secrets and Tips From Around the World for Becoming a Global Goddess” ($13.95, St. Martin’s Griffin), which came on the heels of the April launch of the Global Goddess makeup collection.
“There was nothing out there that incorporated great secrets from different cultures, and what women are doing around the world,” said Vadhera. Growing up Indian-American, Vadhera was fascinated with different cultures and their beauty rituals. In the book, she features techniques on how to create cleansing masks, exfoliation blends and moisturizers from natural ingredients. She also describes how Indian women, known for having thick hair, perform weekly scalp massages and wash the hair with coconut oil to add shine.
Global Goddess now includes Goddess Glow South Pacific Shimmer, Coconut Amla Revitalizing Hair Treatment, Boho Exotic Eyes Kit and Complexion Perfection Duo. Prices range from $15 for Moroccan Mystique Lip Veils to $45 for a Jet Setter Mini Tool Case. The products’ Indian and Moroccan-inspired packaging reflects fabrics and patterns such as henna tattooing.
Global Goddess has a “multicultural draw,” according to Vadhera, and targets those 30 to 50 years old. “There’s been a need in the market for a long time to have the right colors that specifically target certain skin tones,” said Vadhera. The line targets midrange skin tones and is high in pigment, so it was designed for women of mixed ethnicities, including those of Asian, Latino and Middle Eastern descent.
While Vadhera declined to discuss sales projections, industry sources estimate the items originally launched in April could garner about $1 million in retail sales volume by yearend. The September launches could generate about $3 million in first-year retail sales volume, according to sources.
Since the launch of Global Goddess, its distribution base has expanded from 12 Sephora doors and sephora.com to QVC and selected Nordstrom doors. The products are also available at globalgoddessbeauty.com. The company plans to triple its distribution network both domestically and internationally by yearend.