Just when you thought 2020 had no surprises left, Biden Beauty enters the chat. The latest beauty venture isn’t associated with presidential nominee Joe Biden himself, although he and Harris have reportedly given the mystery brand their seal of approval, according to Fashionista. Instead, it’s backed by a mystery figure with a political agenda.
And while the civically-minded wizard behind Biden Beauty is masked, its intentions are not: Beat your Face. Beat Trump. The brand is launching Biden Beat, a dual-sided beauty blender that sells for $20.20. Biden Beauty is also debuting sweatshirts, tote bags, buttons, and pins adorned with the candidate’s name and the phrase “America Is Beautiful.” More beauty products are set to drop in the coming weeks, with all proceeds benefitting the DNC and Biden/Harris campaign.
“Beauty has always been inherently political,” a spokesperson from the brand said in a statement. “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. 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.”
This may be the first GOTV beauty initiative (unless JFK had a skin serum I forgot about), but it’s far from the only high-end merch to encourage voter participation. Biden Beauty emerges with a built-in Instagram aesthetic and caption-worthy mottos including, “America’s softest face is also its toughest” and “Let’s cancel out orange for good, the only way beauty knows how–with color-correcting blue.”
The braintrust behind Biden Beauty will reportedly reveal themselves at some point to take credit for those catchphrases. Until then, I’ll be cleansing the debate away and willing voter registration through my nightly skincare regimen.
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