In a move which has somewhat shocked the cosmetic industry, Donald Robertson (Creative Director of Estée Lauder) has decided to create an online-born brand entitled Flirt Cosmetics alongside model and socialite, Amber Rose.
Flirt Lashes is the first product to be released from Amber Rose’s latest venture alongside Donald Robertson, though the Flirt Cosmetics company is in no way affiliated with Estée Lauder with which Donald is Creative Director At Large of. The false lash applicator will go on sale this September 15th on their website, FlirtCosmetics.com. The new gadget is revolutionary in that it will dispense the lashes as you apply; holding 40 at a time. That’s some patent-pending coolness, am I right gals?
The creation of the business which is said to be years in planning notes both Amber and Donald appointed the two sole operators of Flirt Cosmetics and being at the helm will see them sell the company’s by-products through e-commerce sales alone meaning you’ll only be able to purchase online and not in-store, with the potential to land in department and stand alone stores in the future. The mission of the brand is based on Rose and Robertson being social media stars and wanting to bridge the gap between the beauty industry and the online community. Amber Rose has over 12 million followers on Instagram and Donald Robertson has nearly 200,000 therefore they evidently have an instant consumer base.
A Kylie Cosmetics rival, you say? Amber Rose and the Kardashian/Jenner clan have a fractured relationship, often seen spiral in public, making the development of their respective companies interesting to watch in the future. Although Flirt Cosmetics will be under the Estée Lauder Cos. name, it will remain an independent business operating a distinctive creative team and introduce it’s own, unique line of beauty products.