
FAMILY AFFAIR: Kimora Lee Simmons And Her Daughters Launch Baby Phat Beauty With HatchBeauty Brands
LOS ANGELES, UNITED STATES — I still can’t believe that it has been 21 years since former fashion model turned designer, mogul, perfumista, philanthropist, investor, TV producer, Tony Award Winner, author, professor, and UN Ambassador Kimora Lee Simmons launched Baby Phat.
The lifestyle label was established by matriarch Kimora Lee Simmons in 1999. Her daughters Ming and Aoki Lee is not stranger to the fashion industry. They grew up with a behind-the-scenes look at the brand, often featuring in campaigns. Now â at 20 and 18 years old, respectively â the young women are joining their mother as the brains and faces of Baby Phat Beauty, a partnership with HatchBeauty Brands.
âI think itâs very important that right now â in this time of Black Lives Matter, that could be brown lives matterâŚto be a young woman, certainly for Ming and Aoki, and for myself, to be a woman, a woman of color â to have your own brand,â said Simmons.
Simmons relaunched Baby Phat last summer (see it here). Of late sheâs had fashion collaborations with Foot Locker and Forever 21, but now is turning her attention to beauty. Sheâs no stranger to the category, though; Simmons had previous beauty releases, and sheâs also in retail, as the owner of Korean spa Pellequr in Beverly Hills. However, the new endeavor merges her existing fanbase with that of a new generation, Generation Z, represented by her daughters, she said.
âWe are excited to dive into the beauty space with a unique multigenerational perspective,â said Ming in a statement. Her sister, Aoki, added, âBrands represent more than just products in todayâs world, and itâs important for us to continue to be part of cultural and beauty conversations as we forge a new path for girls who look like us.â
âThe girls grew up on the runway,â Simmons continued. Ming currently attends New York University, while Aoki studies at Harvard University. âItâs teaching them to tap into their inner entrepreneur, inner creative director, teaching them the ins and outs of the business, which is also very important to me.â
Of HatchBeauty Brands, she added: âI wanted a partner that was committed to the idea of democratizing trends and evolving with the consumer and be just as committed to the brand as I am.â HatchBeauty Brands, which was founded in Los Angeles in 2009, joins forces with known personalities across industries to bring new beauty brands to market.
The first launch is a three-piece kit featuring a lip gloss, body lotion and scented, shimmery body spray (future releases include skin-care and color cosmetics, including a holiday drop). Available starting today for $45 a kit at babyphatbeauty.com, there are three versions of the products, reflecting the personalities of each woman.
âDivine is mine, obviously,â said Simmons with a laugh. âOpulence is Ming, and ethereal is Aoki, because sheâs a free spirit.â
A portion of proceeds from sales will be donated to Fair Fight, an organization working to promote fair elections, educate on election reform and voter suppression. The women hope to bring consumers self-care during the health crisis, Simmons said. âI think itâs really what it comes down to, being able to bring that home and experience it at home during a time like thisâŚTake a little time out. Girl, by just putting on that lip gloss, you can do a whole lot with your demeanor, your mentality, how you approach your day. A little goes a long way.â
Photos Credit: Courtesy of Baby Phat BeautyÂ