Amber Rose Teams Up With Estée Lauder Cos. Inc.
Former model turned socialite Amber Rose has teamed up with Estée Lauder Cos. Inc. to launch the cosmetic brand’s new repurposed brand, Flirt Cosmetics.
Donald Robertson — or “Drawbertson,” as he’s known on Instagram by his 179,000 followers — is creative director of the company, and Amber Rose is the face of it. Together, they will reveal Flirt Flashes, the first product to debut under the Flirt Cosmetics brand, a stand-alone company that is not affiliated with Estée Lauder.
According to the brand, the mission is to “bridge the gap between beauty and the massive entity that is social media”.
According to WWD, “This marks the first time the beauty giant will introduce a brand born online with e-commerce as its only sales channel with two influencers at the helm.The brand held a launch event at The Box on the Lower East Side Monday night, where John Demsey, executive group president at the Estée Lauder Cos. Inc., Robertson and Rose got on the stage usually reserved for burlesque performances to introduce the concept to guests.”
Demsey called Flirt Cosmetics an online brand created for a “new generation” that’s powered by social media. He had Robertson link up with Rose on social media after he read a cover story on her.
“When he [Robertson] approached me with the idea I was like, I’m tatted, bald headed, I talk about sex like really raunchy — but I’m very sex positive — but I just speak my mind. Are you sure you want me for your brand? I’m not sure. I have SlutWalk and s–t,” Rose said with a laugh, quickly adding: “It’s the perfect match. I am their modern-day woman. My 12 million Instagram followers get it.”
“It’s for people who aren’t super hardcore makeup, but who want to be able to apply these things….It’s hard to come up with new stuff; you are jaded people. What are we going to do, come up with an eye palette and wow you?” Robertson said.
He added: “I’m sure if you don’t have eyelashes, Amber has a million uses for this for you.”
Robertson himself is a beauty veteran. He was one of the original creatives at MAC Cosmetics and the creative director at Estée Lauder before he became creative director at large at The Estée Lauder Cos.
The brand has one product to start, Flirt Flashes which retails for $28 and will go on sale Sept. 15 at Flirtcosmetics.com.
Photos Credit: Amber Rose’s Instagram