On National Lipstick Day, Smashbox Cosmetics
is introducing a shade extension to its iconic Be Legendary Lipstick called “Be Seen” Prime & Plush Lipstick. The red lipstick was developed and carefully curated by women of color, for women of color – created by the Network of Black Leaders and Executives (NOBLE) at the Estée Lauder Companies.
Ideated in the world-renowned Smashbox Studios in Los Angeles, Global Pro Lead Artist Lori Taylor Davis, Executive Director of R&D Lip Product Innovation & Chemist Stella Niinoi, and Director of Global Product Development Kia Ragland, took the cult-favorite Be Legendary Prime & Plush Lipstick and introduced it to a new shade of red named “Be Seen” – further cementing equity and diversity as core values for both Smashbox and The Estée Lauder Companies.
Be Seen Lipstick
With providing eight-hour color and ceramides to smooth and moisturize lips, this iconic red was specially created to complement a range of melanin-rich skin tones.
“This is personal,” said Davis. “The fight for inclusion and diversity isn’t just a table topic for me – it’s my reality. I didn’t always have the power growing up, but I’ve always had the guts. Be Seen reminds me to take pride in that.”
The Estée Lauder Companies remains committed to expanding representation and diverse voices in every facet of product creation – from concept to counter. This unique collaboration between Smashbox Cosmetics and NOBLE means to further enhance relationships between employees, consumers and strategic partners while highlighting the importance of genuine diverse representation both in front and behind the scenes.
Campaign visuals were shot by SBX Open Studio’s Alum Randijah Simmons, LA-based photographer and founder of The Babe Cave, a downtown WOC-powered studio that encourages artists to cultivate creativity within their community by providing an affordable creative space.
Black Girl Ventures
Additionally, Smashbox Cosmetics announces its support for Black Girl Ventures
and its mission to provide Black and Brown women-identifying entrepreneurs access to capital, capacity and community. To help accomplish this goal, Smashbox Cosmetics will work with BGV throughout 2022 to amplify founder stories in the beauty industry, participate in mentoring sessions to share actionable advice with BGV’s beauty founders, and make a monetary donation to BGV.
“I want to make people feel seen,” said Niinoi. “Be Seen is a shade that was intentionally created for melanin-rich skin. It represents being unapologetically black, using my voice at the table to change the narrative and make a difference. A red lip says to me, ‘confidence, power, status, and elegance.’ Black women embody those attributes, too.”