No, Joe Biden did not launch a beauty brand in the middle of his campaign. That might seem obvious, but a mysterious new brand called Biden Beauty just debuted today. It’s aimed at rallying the influential beauty community to vote blue through cheeky branded products and merch.
Created by anonymous beauty industry insiders, Biden Beauty just launched with one product: a dual-ended blue makeup sponge called the Biden Beat retailing for $20.20. The sponge can be used for foundation, concealer, powder, you name it. Three other beauty products (including something Kamala-inspired) will debut in the coming weeks, as well as merch including hoodies, hats, and stickers. “Let’s cancel out orange for good, the only way beauty knows how—with color-correcting blue,” reads the brand release.
All sales from BidenBeauty.com will go to supporting the Biden Victory Fund, but the brand’s overall mission is to inspire young, beauty-obsessed citizens to get out and vote. The brand points to research showing that among eligible Gen Z voters from the 2018 primaries, a historically-low 30% actually voted. Biden Beauty might seem like an odd idea at first, but beauty has always been a tool of politics.
“From the beginning of time to now, all people have participated in beautifying as an act of defiance. We’re excited to push forth the message that this country is only made powerful by the vast diversity of its people,” says the anonymous spokesperson. “We hope that all underrepresented voices from all walks of life feel welcomed in this nation. Beauty has the ability to unite and BIDEN Beauty’s aim is to be representative of everyone. We hope these products make constituents feel more empowered and less alone.”
The Biden Beauty beauty sponge is available now for $20.20. If nothing else, it’s a genius way to donate to the campaign and replace your old beauty sponge at the same time.
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