Earlier this month, Bespoke Beauty Brands, LLC, announced the launch of its newest cosmetics line of beauty products with fashion designer, Jason Wu. Jason Wu Beauty offers everyday essentials for eyes, cheeks, lips, and brows. The range is slated to launch nationwide January 17, 2021 exclusively at Target and Target.com, as well as on the brand’s ecommerce site, jasonwubeauty.com.
Founded on the idea that beauty should be effortless and chic, this clean collection boasts products that are cruelty-free and formulated without propyl-parabens, butyl-parabens, phthalates, formaldehyde, formaldehyde-donors, nonylphenol ethoxylates
(NPEs), oxybenzone, SLES, retinyl palmitate, hydroquinone, triclosan, triclocarban, BHA and BHT. Price points range from $10 to $25, and feature fun names that pay homage to its fashion-forward designer. For example, Brows Before Boys is a multi-use powder for brows and hairline ($14); Jason the Freckled Boy faux freckles ($14); Good Night Mr.Wu nighttime lip mask ($15) and Mist-er Wu face mist ($16). Several products in the range are multi-use. For instance, Hot Fluff cheek colors can also be used on eyes, cheeks and lips and the Opal Stick is an all-over glow highlighter stick ($12). The majority of the Jason Wu Beauty products are manufactured from Jason Wu’s birth country of Taiwan.
Here, CEW Beauty News caught up with Jason, and Bespoke Beauty Brands Founder Toni Ko about everything from the positioning of the line, pivoting to makeup, and the brand’s target demographic.
CEW Beauty News: What makes this celeb + makeup collab different from others?
Toni Ko: This launch is the first time a fashion designer has entered into the mass-market beauty space. By aligning Jason Wu and Target, the goal is to combine quality cosmetics with accessible price points that allow anyone to indulge in the beauty world.
BN: Why makeup? Why now?
Jason Wu: I wanted to launch Jason Wu Beauty because I am literally obsessed with beauty! When I launched my first fragrance, I had in my mind this dream to create Jason Wu Beauty as an exclamation point to everything that I love. It’s thrilling to imagine the Jason Wu woman being able to find cosmetics that speak to her desire for products that are considered of the highest quality, and complement the refined femininity in my clothes. These are hallmarks of my brand and I wanted to explore what that could mean for the Jason Wu woman in the beauty space.
BN: What is the line’s point of difference?
Toni Ko: Jason Wu Beauty was designed for the everyday makeup lover. Several products in the line are made to be multi-use, which helps to create a wide range of day-to-night looks. The duo goal was to make high-end makeup accessible for all cosmetic lovers regardless of age, gender, socioeconomic status, or skill level. Functional makeup doesn’t have to be expensive. Jason Wu Beauty believes every consumer should have access to high-quality cosmetics that will make them look and feel their best, while being good to their skin.
BN: What is the hero product?
Jason Wu: Among the 27 items in the collection, I’m most excited for the release of the Hot Fluff lipsticks. Several products within the collection are multi-use and Hot Fluff lipsticks can be used on not only lips but also your eyes and cheeks.