And another sold out launch for D’ON Cosmetics!
D’ON Cosmetics launched their Liquid Blush collection and it is already sold out! The blushes came in 3 shades, Attraction (a flirty flamingo pink), Bliss (dreamsicle dew orange), and Mood (mauve mamí). What’s different about these blushes is that they are extremely versatile. Not only can these products be used as a blush but they can be used as eyeshadow and lip tint. In addition to the blushes versatility, they are buildable, empowering their customers to apply them to their preference without any worries about the outcome. These products were designed with the intention to cater to D’ON’s novice beauty enthusiasts, which is very on brand for the company.
All About D’ON
D’ON Cosmetics was founded in 2015 by makeup artist and social media influencer Summer D’on Bell, formally known as Summer D’on. Inspired by her mother and grandmother's beauty routine and makeup collections, she became a self-taught MUA. She further pursued her passions by creating a YouTube channel and uploaded her first makeup tutorial in 2013. When shopping for beauty products, she noticed there weren't any products made for the novice beauty consumer. This proved to be a major gap in the market. D’ON Cosmetics takes the guesswork out of choosing products. Their products are user friendly. Even though they are designed for the beginner consumer they can be used and are loved by professional MUAs as well. The company aims to inspire self expression and creativity through the talents of all artists around the world.
Go-To-Market Strategy
D’ON’s teased the liquid blush collection by tapping into their creative artistry side. The brand posted a video on Instagram throwing makeup brushes and splashes of the liquid blushes onto a paint palette. At the end of the video the release date, 5.3.24, was shown. They also created moodboard content for each of the 3 blushes. Founder Summer D’on did an ASMR mini-tutorial that included the benefits of the formulas. The day before launch, the brand posted a photo that included the launch time in time zones PST, MST, CST, and EST.
The Reviews Are In
The reviews have been nothing short of amazing! Consumers love this launch. Each shade is sold out! People are already begging for a restock in the comments of their IG post. People that missed the launch definitely regret not being able to get their hands on this product sooner.
Other Key Take-Aways
Each shade retails for $18
Sold on the D’ON Cosmetics website
D’ON Cosmetics is an amazing, black owned, indie brand. They are a truly inclusive company , constantly showcasing people of different skin tones. Not only are they inclusive in catering to different skin tones, but they are inclusive due to the fact they are able to meet their consumer at any point in their makeup journey. Founder Summer D’on tells The Beauty Brief “It’s all about providing a seamless and enjoyable experience for our users, allowing them to embrace their beauty journey with confidence.”
The brand has instructed consumers to comment on D’ON’s IG post and sign up for their email list to be notified when the blushes will be back in stock.
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