You know a make-up range is going to be a sell-out when YouTube beauty sensation Chloe Morello puts her stamp of approval on it. And thatβs exactly what happened when Chloe released a make-up collection with UK cult beauty brand CiatΓ© London. Selling out as fast as a Justin Bieber concert, the brand has had to go into overdrive in order to do a re-stock ahead of Christmas.
A fan of CiatΓ© London long before partnering with the brand, the collaboration sees Chloe curate her ultimate make-up must-haves into a gift set – dubbed the Chloe Morello Beauty Haul. Priced at $US49, the set comes in a make-up pouch containing a 15-shade Pretty Fun and Fearless Eye Shadow Collection, a mini Liquid Velvetβ’ – Moisturizing Matte Liquid Lipstick in Pin Up, and a mini Wonderwand Mascara in Black Magic.
βObviously, there are a lot of collaborations in the world, and it has to be a relationship that you know is going to be amazing, so you know the product you are creating together is going to be amazing. We worked closely on every detail. Itβs important to me that personalities and the vision is aligned, and that the personality really speaks to everything that is CiatΓ©,” founder and CEO Charlotte Knight tells WWD.
Chloe adds: βYou get so many invites as a YouTuber, but I jumped on the chance when CiatΓ© invited me because it has always been my number-one nail brand. Discovering the make-up was amazing. I canβt wait for them to create new products. I am a product junkie, so I really want to see whatβs next.β
As to whether the line is a prelude to Chloe creating her very own make-up range, sadly this doesnβt look to be the case – with the vlogger going on to say: βIβve always felt that I probably wouldnβt want to come out with my own make-up brand because what I love about what I do is being a product junkie, and I wouldnβt want to feel like I could only use my own brand. Iβve never had the desire to do my own make-up brand. Iβve never claimed to be a make-up artist. Iβm just a make-up enthusiast.β
Image:Β www.chloemorello.com