Last week, in what was otherwise just the best Supreme drop in three to four seasons, a quiet coup took place. Amongst the Mortal Kombat collab, the Colgate collab, and the Jacob & Co. collab, a red lipstick design made in collaboration with beauty legend Pat McGrath was quietly the most genre-bending item of the lot. Perhaps it was just a riff on Supreme’s lipstick red logo, but it was also a sign that the beauty industry is fully crossing the Rubicon into hype culture.

(Interestingly, the drop also arrived during a week filled with racism and transphobia allegations at the unicorn beauty startup Glossier, a brand that we and others have described as the Supreme of beauty products.)

To make matters more interesting, in a sleepy announcement made on WWD today, Byredo has announced that it will now be rolling out its first beauty line. The release of products has been created in collaboration with Isamaya Ffrench, the acclaimed makeup artist responsible for Rihanna’s face tattoo on the cover of UK Vogue this year, as well as the brainchild behind Dazed’s highly Gen-Z beauty vertical.

Although Byredo’s entry into the beauty space does not signal that fashion heads globally are going to be matching their eyeliner to their Chicago 1s, the fact that the most cutting edge and streetwear-philic of all fragrance brands is throwing their hat into the beauty ring is indicative of a sea change.

For the past two decades, the luxury fashion industry has expanded itself by turning the untapped demographic of men under 35 into arguably its most loud and active cohort of consumers. And with the equally behemoth beauty industry standing on the sidelines licking its chops, it feels like it’s only a matter of time before we’ll find ourselves refreshing our browser to cop the new Palace tinted moisturizer.

Because while the beauty industry has its own cadre of legacy brands, our research on cultural credibility shows that the way into the hearts and minds of the new luxury cohort is through the pioneering figures these consumers trust, as well as through the brands they have come to follow. So while the old school menswear-ification of beauty looks more like X-Brand For Men, the new playbook will more likely arrive through more of a Trojan Horse technique, one where beauty products will come to make splash after splash in the product lines of brands that capture the heat of this new frontier of consumers.

So this is all to let you know that the beauty industry is continuing its process of fuccboi-ification, we are watching closely, and we are very much here for it.

What To Read Next

  • Image on Highsnobiety

    Slam Jam's Nike AF1s Are Proof It's Mastered Collaborations

    Sneakers
  • Image on Highsnobiety

    Could JJJJound’s First adidas Collab Be on the Way?

    Sneakers
  • Image on Highsnobiety

    8 Moncler Palm Angels Drops a Timely Taste of Summer

    Style
  • Image on Highsnobiety

    Meet the Hottest New Catalan Couple — Etnia Barcelona & Barça

    Style
  • sneaker websites

    Peep The Best Sneaker Stores Online & in the World

    Sneakers
  • birkenstock sandals

    We Selected This Season's Best Birkenstock Sandals for You

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.