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 that’s exactly what happened when Chloe released a make-up collection with UK cult beauty brand Ciaté 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 Ciaté 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 Velvet™ – Moisturizing Matte Liquid Lipstick in Pin Up, and a mini Wonderwand Mascara in Black Magic.
“Obviously, 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. It’s important to me that personalities and the vision is aligned, and that the personality really speaks to everything that is Ciaté,” founder and CEO Charlotte Knight tells WWD.
Chloe adds: “You get so many invites as a YouTuber, but I jumped on the chance when Ciaté invited me because it has always been my number-one nail brand. Discovering the make-up was amazing. I can’t wait for them to create new products. I am a product junkie, so I really want to see what’s next.”
As to whether the line is a prelude to Chloe creating her very own make-up range, sadly this doesn’t look to be the case – with the vlogger going on to say: “I’ve always felt that I probably wouldn’t 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 wouldn’t want to feel like I could only use my own brand. I’ve never had the desire to do my own make-up brand. I’ve never claimed to be a make-up artist. I’m just a make-up enthusiast.”