Right now, in the white weeks leading up to the election — newly complicated by President Trumpthe coronavirus diagnosis and the ripple effects to come – the world seems to be silently shouting the same four-letter word. (Vote, that is.) The message shone through Michelle obama‘s collarbones at the opening night of the Democratic National Convention in August, when she wore a ByChari Necklace which quickly went viral. Rhinestones hairpins and brother Vellies socks spreading the word from head to toe – a fashion statement that has become democratic cry of heart. Renowned designers have introduced himself for the Biden-Harris ticket, with bandanas by Joseph Altuzarra next to Vera wang sweatshirts. But this week’s addition to the pro-Joe landscape comes as a surprise, given the bare-faced septuagenarian he defends. Beauty merchandising has arrived.
Beauty BIDEN– a pop-up line billed as “arguably the most important influencer brand launched this year,” in terms of the geopolitical balance at stake – began as an anonymous effort by a group of industry insiders. David Yi, of the Very Good Light beauty platform, since has established himself as the creator of the brand in a TMZ History Friday. The Biden / Harris team is not involved in any way, although the campaign has reportedly conveyed its blessing. All proceeds go to the DNC and the Presidential Ticket, which makes its flash sales similar to any other fundraising campaign – only here there are freebies with purchase. During its four-week run, supporters can expect a BIDEN Bounce Hyaluronic Acid Moisturizer ($ 32) and We Glow High Kamala Highlighting Stick ($ 18). But first, a pocket ball: a beauty sponge ($ 20.20) in a responsible blue.
You would be forgiven if you have no earthly idea what it is. Friends are wrong guesses about these spongy tools have been around the internet. In this age of hibernation and masks, even those who once stained regularly on foundation might squint with vague recollection. But makeup agnostics are not BIDEN Beauty’s demographic target. The rising class of voters – weaned off YouTube beauty tutorials and now modeling Euphoria-esque looks on TikTok — are the center of attention, as the branding instantly indicates. “Statistics show that Generation Z (born between 1996 and 2015) has the power to make or break this election, and this demographic of 24 million people has a strong connection to the beauty industry because of its ability to transform and inspire, ”said a timidly undercover BIDEN Beauty founder wrote via email earlier this week. “We know this generation didn’t show up in full in 2018, and we think we know why. They don’t feel tied to politics. They did not see themselves among the candidates. They didn’t feel inspired!
All of this raises a question or two: Can merch really convert the masses, or does it preach to the choir? How much does a beauty-obsessed 25-year-old see herself in a bare-faced grandpa? You can work it out for a minute, as the sickening aftertaste sets in – the anonymity game, Insta-genic design. But fundraising isn’t exactly something to complain about, as putting soft power to patriotic use could potentially tip the scales. The BIDEN Beauty team is big on the metaphorical reach when it comes to explaining their first drop. “Sponges are one of the most diverse and useful tools in beauty,” wrote the founder. “They’re inclusive no matter your skin texture, your complexion, or whether you like foundation or a simple moisturizer.” Its two-sided design speaks of bipartite compromise and blended families, of an America where fault lines are smoothed out for a blurry effect. You don’t need to wear makeup to put on the BIDEN Beat, as it is called, to use. After this week’s debate, I imagined cutting one off and sticking it deep in my ears. Soaked in water, it could seal letters written to your members of Congress or the mail-in ballot you mail four weeks in advance.
Of course, a beauty sponge also has a subtext, given the president’s much-discussed speech facial tan lines. This sense of charade – the hair, the permanent shine of Palm Beach – is usurped on the mainstream blanket of Los Angeles Magazine, himself a twist on George Lois Nixon. You could say it’s a blessing to have Biden’s name slapped on beauty products he’s unfamiliar with – the less fireworks, the better. He looks like a guy who follows science: a little cream to protect the skin barrier, a layer of sunscreen under the mask.
“We plan to launch new products until the election,” wrote the founder of BIDEN Beauty, explaining that the brand ends on election day. “It’s limited, just like our time to go to the polls. […] Know that when a product sells, it sells for good. So take it while it lasts, America! It’s supposed to sound like an inducement to buy, but you can’t help but worry worryingly what “it” might mean. The right to a safe and legal abortion, health care for people with pre-existing conditions, environmental safeguards and civilized debate?
“Beauty has always been political,” the founder continued, offering insight into the history of makeup, from “pharaohs who used kohl eyeliner to signify they were gods” to Mayan rulers who underwent rudimentary plastic surgery to “imitate higher beings.” There is more than a cosmetic effect. The brand sees the beauty industry’s push for inclusiveness as a role model for the government to follow. “We finally want to see representatives who look like America,” the founder wrote, referring to members of Congress as people wearing lipstick. Alexandria Ocasio-Cortez– which more easily resonate with a multicultural and raised generation on YouTube. “America is beautiful,” added the founder, echoing the brand’s blueberry slogan. handbag ($ 15). “And Washington should think all from U.S.”
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