PARIS — French manner brand name Rouje is rebranding and relaunching its natural beauty presenting as it prepares to grow into skin care.

The Rouje Beauté line, released in 2018 and consisting mostly of lipsticks impressed by founder Jeanne Damas’ trademark red pout, will be renamed Les Filles en Rouje, beginning with the introduction of its to start with encounter palette on May perhaps 8. It options to progressively extend into other color cosmetics groups by 2023.

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“I preferred to independent them and launch a new site and a new identification, due to the fact I want to give [the beauty collection] additional area,” Damas reported at a launch party, held in her new office environment at the Rouje headquarters in Paris. “At Rouje, lipstick was at first made as an accent, like a bag or shoes. Now we want to produce a comprehensive assortment of makeup.”

The identify of the line loosely interprets as Girls in Red, though Damas has personalized the French phrase for the colour, “rouge,” with her individual initial.

“It was an expression we applied internally to talk about people today who observe the model,” she stated. “Initially, I was fearful that it could possibly be a bit very long for a manufacturer title, but in the stop, I believed it labored mainly because it opens up a complete earth of prospects — the ‘girls’ are not just me, it is absolutely everyone.”

A campaign image for Les Filles en Rouje’s face palette. - Credit: Courtesy of Les Filles en Rouje.

A marketing campaign impression for Les Filles en Rouje’s face palette. – Credit: Courtesy of Les Filles en Rouje.

Courtesy of Les Filles en Rouje.

She’s keen to point out there’s almost nothing girly about the assortment itself, which comes in brightly colored packaging with a graphic new symbol. “The model may be referred to as Les Filles en Rouje, but in simple fact, it is for all generations,” she reported. “This makeup is intended to expose your normal splendor and enables you to be playful.”

Even so, Damas — who rose to fame as a teen as the embodiment of French Female Style — stays the principal muse for the collection and its retro-style packaging. For her debut complexion give, housed in a tortoiseshell-patterned compact, she wished a little something mild with creamy formulations.

Priced at 49 euros, the palette has a few shades of highlighter, containing cocoa butter and jojoba, and 3 blush colours, enriched with castor oil, intended to operate with unique pores and skin tones. “I under no circumstances use foundation, but I like to don a small light and color,” she discussed. “It’s not developed to conceal the pores and skin.”

Les Filles en Rouje’s first face palette.

Les Filles en Rouje’s 1st encounter palette.

In September, the 30-12 months-outdated designs to launch a whole skin treatment line.

“During confinement, there was not considerably possibility to wear make-up, aside for oneself. Skin treatment took on a more crucial area in our life. That got me fascinated in launching my very own line,” she mentioned. “I’ve usually applied only 100 p.c purely natural items, so I genuinely preferred to build it with pure substances.”

Although she options to start the collection with glass packaging designed to be displayed on bathroom cabinets, she wishes to introduce refillable formats later on down the line.

Damas hopes to open a independent natural beauty boutique around her workplace and shop on Rue Bachaumont, if a room opens up. “I’d like to have one more keep just for beauty, to give a different encounter, due to the fact the two can coexist, but they can also discuss to two various shoppers,” she reported.

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