Adam Minto, the serial entrepreneur behind Revolution Beauty and MUA Makeup Academy, is set to debut a new make-up brand targeting Gen Zalpha that aims to put the fun back into colour cosmetics.
Trouble Maker will launch tomorrow (13 August) with an ambitious line-up of 300 skus and plans to quickly grow to 400.
Focused on product, personality and price, the make-up range will include lip, eye and face products priced from just £2.
The average price point will be £5, with nothing costing more than £10, with a cushion foundation among the highest priced items.
The range will be available at UK beauty retailer Superdrug in what Minto claims is the retailer’s “biggest new brand beauty launch ever”.
Trouble Maker will be stocked in more than 400 Superdrug stores by the end of the year and in more than ten countries by the end of Q1 next year, including physical stores, Minto told Cosmetics Business.
This will include Europe, the Middle East, GCC, India and Spain, with talks currently taking place with potential retailers in these locations.
“The name Trouble Maker reflects the spirit of the brand and us as a team in shaking up the bland beauty industry,” Minto said.
“We want to cause (good) trouble to allow our consumers to express their individuality affordably.”
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