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Source: OLD ZERO
Summary
Makeup artist Yara Alnamlah’s skin-first brand, founded by her, debuted its full collection alongside two Sephora exclusive launches.
Our Reading
The look feels familiar.
The brand’s focus on skin-first products echoes the 90s obsession with skincare. The full collection’s debut alongside Sephora exclusives is a nod to the 2010s’ e-commerce boom. The makeup artist’s background is reminiscent of the influencers-turned-entrepreneurs of the 2010s. The Sephora exclusives are a clear attempt to capitalize on the retailer’s loyal customer base. The brand’s emphasis on natural ingredients is a response to the current wellness movement. In reality, it’s just another iteration of the “natural” trend that’s been around for decades.
With Yara Alnamlah at the helm, it’s a familiar tale of a makeup artist turned entrepreneur, following in the footsteps of others who’ve successfully leveraged their expertise to build a brand.
Here’s the reframed trend: The brand’s “skin-first” approach is just a rebranding of the “less is more” mantra that’s been popular for decades.
Author: Evan Null
