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Brief Published: 28 May 2021

Film Studio A24 Goes Cross-Category with Beauty Brand

HBO & A24's Euphoria

American production company A24 (creators of HBO’s show Euphoria and Oscar-nominated feature films like Minari and Midsommar) is launching its own beauty business. 

The new venture will be called Rules Beauty, a likely portmanteau of the names of Euphoria's lead characters Jules and Rue. When the first series of Euphoria was released in 2019, its exuberant beauty looks inspired imitators and iterators across social media (see: Gen Z: New Beauty Developments). Now, fans will be able to get relevant products for these looks straight from the creative source.

A24 has a track record for merchandise that appeals to fans' modern lifestyle sensibilities. Genre-scented candles, family recipe cards created by the cast of Minari, companion podcasts, and a fanzine guest-edited by A24's roster of directors and actors all help furnish the life of the audience outside the cinema.

As the entertainment sector continues to diversify its revenue channels, creators and conglomerates alike are launching into cross-category products and services that let fans fully immerse themselves in their worlds. These novel approaches to merchandise set themselves apart with intimate fan community connections on social media, which enable quick turnover from insight to product.

Beauty brands like Glossier have pioneered turning audience engagement into product research. Now, the lean-in fan communities are creating their own demand for everything from beauty lines to virtual pop-up restaurants, as we highlight in our Pop Culture Pulse: Generational Wars. For more on the overlap between beauty and entertainment, check out Game Face: Beauty Goes Virtual.