Luxury Brand Partners continues to grow its category of influencer -led brands.
Earlier this month, the incubator launched a cosmetics company, One/Size , with Filipino beauty influencer Patrick Starrr. LBP unveils today Elaluz, a beauty and lifestyle company created in partnership with Brazilian influencer-entrepreneur Camila Coelho .
Coelho, a former makeup artist who now counts nearly 9 million Instagram followers and more than 4 million subscribers across her two YouTube channels, previously co-created a line of lipsticks with Lancôme — the company’s first influencer product line. Last year, just one month after making her Met Gala debut wearing jewelry from Diane von Furstenberg’s personal collection, Coelho launched an eponymous clothing line with e-tailer Revolve. The line expanded into swimwear in April and is one of Revolve’s top launches, according to Raissa Gerona, chief brand officer.
Elaluz translates to “she is light” in Coelho’s native Portuguese language. The superinfluencer’s first beauty company will launch on Aug. 3 with two products: a lip and cheek stain, $34, and a hydrating lip treatment, $28. Both products will be sold direct-to-consumer on Elaluz.com and online at Net-a-porter and Saks Fifth Avenue.
“I’ve been a makeup lover, a beauty lover since I was a little kid,” Coelho told Beauty Inc via phone. “I got that from my grandmother, who was always done up — even when she was in the kitchen cooking for us. She was the first person who gave me a red lipstick when I was only six years old.”
LBP’s chief executive officer Tevya Finger said he met Coelho about two years ago through an introduction by Raina Penchansky, cofounder of influencer agency Digital Brand Architects, which works with Coelho. Finger told Beauty Inc that Coelho “fits the dream team of influencers” that LBP is building.
“When you’re doing brands today, if you don’t have at least a face or voice that’s digitally connected, I think you’re going to have a very rough time,” Finger said. “I can’t imagine launching a brand today not having that.”