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Brief Published: 21 Mar 2019

Fempower Beauty: Rewriting Historical Narratives

Fempower Beauty

US colour cosmetics start-up Fempower Beauty has created a lipstick collection that educates consumers about equality in contemporary society.

The colour cosmetics company’s products, which are dedicated to beauty empowerment, rewrite well-known cultural narratives through a fourth-wave feminist lens. For example, the brand’s inaugural lipstick line – dubbed Genesis – reimagines the Biblical story of Adam and Eve in the Garden of Eden. Each of the four shades represents one of the characters from the story: Adam, Eve, Lilith (Adam’s first wife) and the Serpent. 

The brand’s aim is to strip the story of its alleged patriarchal lens and create an enlightened version with real-life examples. For instance, the vibrant fuchsia hue Eve represents advocacy and standing up for one’s self. The transgender model wearing the shade in the campaign shares her experiences of being misunderstood, and aims to promote the LGBTQ+ community in a positive light.

Fempower Beauty has launched at a time when women are proud to be their authentic selves – globally, 76% of women believe there has never been a better time to be female (JWT, 2017). In order to appeal to these consumers, it is imperative that brands continue to embed feminist philosophies into their values. 

With the tag line “Beauty that Gives Back”, the brand’s Fempower Beauty Project works with American non-profit organisation Dignity Not Despair, and donates 10% from each sale. The initiative supports refugee women, and provides them with make-up and hygiene products.

In addition, Fempower Beauty is tapping into the idea of navigating societal issues in an unpredictable global landscape. The brand starts conversations with its followers around modern-day pressures facing women on its Instagram page, with a recent post discussing mental wellbeing and the quest for perfection.

For more on social activism, see Empowering Beauty, The Rise of Activist Beauty and Scent Republik: Perfumes for Positivity.