Mysterious entrepreneurs unveil a beauty brand in Joe Biden's honour

By Sarah Parsons | Published: 2-Oct-2020

A group of anonymous cosmetics industry insiders are reportedly behind the unofficial pro-Democratic party launch

Democratic presidential candidate Joe Biden now has a beauty brand created in his honour ahead of the US elections in November.

On 30 September, Biden Beauty launched across social media, encouraging Gen Z consumers to vote using the slogan 'Beat your face. Beat Trump' on its website.

Touted as 'the year's most important influencer brand', Biden Beauty is not officially connected to the nominee and his vice president running mate Kamala Harris.

However, the anonymous brand founders reportedly sought and gained approval from Biden's team.

"Biden Beauty is a real beauty brand that aims to merge beauty and politics to push forward a message of diversity, inclusivity and agency within the beauty communities – and beyond," the brand explained on its website.

"Biden Beauty’s goal is to inspire Gen Z to Boomers to get out the vote."

The brand sells typical merchandise, including tote bags, stickers and sweatshirts, but the star product is the Biden Beat Makeup Sponge (RRPUS$20.20).

The sponge is in the Democratic party's signature blue colour and "dual-sided to help you do the most, and it's also durable, rugged, and dependable. Just like – yep, you got it – Joe Biden."

Biden Beauty is donating 100% of the proceeds to the Biden Victory Fund and also has dedicated a section of to helping US consumers register to vote.

This is not the first time a beauty line has been inspired by a politician. In 2017, make-up brand Lipslut launched F*ck Trump matte lipstick, with 50% of sales donated to women's rights charities.

The colour cosmetics brand has since expanded into lip glosses with Feel The Bern (Bernie Sanders), Madam Speaker (Nancy Pelosi) and Persist (Elizabeth Warren).

Last month, The Lip Bar partnered with former First Lady Michelle Obama and charity When We All Vote to create a limited edition red lipstick called Bawse Voter.

The US brand will donate 40% of its RRP to When We All Vote, of which Obama is a co-chairperson.

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