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Jason Wu is launching a namesake beauty brand at Target. And I, for one, am personally freaking out.
The fashion designer, most notably known for dressing Michelle Obama (no biggie, right?) is teaming up with NYX Cosmetics founder Toni Ko and her new incubator Bespoke Beauty Brands on Jason Wu Beauty, described as a “collection of everyday makeup essentials,” according to WWD.
The beauty brand consists of 25 cruelty-free products for eyes, lips, cheeks and brows, priced from $10 to $25 and formulated to meet the Target Clean standards.
Of course, this isn’t the first time a fashion designer has tapped into the beauty market, but this does mark the first time a major fashion designer has entered the mass-market beauty space. “The market could definitely use a high-end luxury fashion designer to do an amazing, beautiful cosmetics brand to bring that luxury feel to the aisles of your everyday chain stores,” Ko told WWD.
It’ll also be the second brand to roll out under Ko’s new program. “Functional makeup doesn’t have to be expensive,” Ko said in a press release. “I believe every consumer should have access to high-quality cosmetics that will make them look and feel their best, while being good to their skin.”
And for Wu, the step into beauty was destined to be.
“I wanted to launch Jason Wu Beauty because I am literally obsessed with beauty,” he explained to the publication. “When I launched my first fragrance, I had in my mind this dream to create Jason Wu Beauty as an exclamation point to everything that I love.”
He continued, “It is thrilling to imagine the Jason Wu woman being able to find cosmetics that speak to her desire for products that are considered, of the highest quality and complement the refined femininity in my clothes. These are hallmarks of my brand and I really wanted to explore what that could mean for her in the beauty space.”
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