When a magnificence model accessible solely in Asia counts scores of prime American magnificence tastemakers amongst its most vocal supporters, it has clearly tapped into one thing particular.
Philippines-based cosmetics firm Sunnies Face has by no means been bought within the U.S. — till now, it has been distributed solely in China, Singapore, Malaysia, Indonesia and its residence nation — and but it has amassed a powerful listing of followers globally, together with Pati Dubroff, Hung Vanngo, Fiona Stiles, Allan Avendaño, Rosie Huntington-Whiteley and Katie Jane Hughes. Sara Tan Christensen, co-host of the “Gloss Angeles” podcast and present Magnificence Director at Refinery29, wrote a function concerning the model for Bustle again in 2018, when it debuted, and has proclaimed her private love for its hero product. Sunnies Face was an prompt smash hit within the Philippines: On launch day, the model’s web site hit practically 3 million views, inflicting it to crash.
After years of pleas from the aforementioned magnificence trendsetters and different devoted followers, Sunnies Face lastly brings its buzzy lip coloration stateside with a direct-to-consumer U.S. retail launch through its personal web site, sunniesface.com.
For its preliminary entry into the American retail house, Sunnies Face is providing solely its Fluffmate “weightless matte lipstick” in 15 shades designed to flatter a variety of pores and skin tones. It is a cruelty-, paraben- and fragrance-free formulation, and was additionally the model’s solo product when it first launched. (The model has since expanded to supply a full vary of coloration cosmetics and a few skincare gadgets in its Asian markets; it has plans to make these accessible within the U.S. as properly, aiming to launch the whole line all through 2023.)
“We wished to make sure that each one that picked up a Sunnies Face product would discover their true match, irrespective of their pores and skin tone,” mentioned Georgina Wilson, one of many 5 Sunnies Face co-founders, through a press launch. “Many individuals don’t understand that Filipinos account for a variety of pores and skin tones and when creating these merchandise, it was with out query this may be a pillar.”
On the specifics of the formulation, Martine Ho, additionally a co-founder, mentioned: “We wished to create one thing that was superbly matte with out feeling dry or cracking on our lips, which was the suggestions we steadily heard when chatting with customers about matte lipstick, normally. We poured over numerous formulations till touchdown on the one which strikes the steadiness of silky easy, daring coloration payoff and completely matte.”
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Sunnies Face Fluffmate lip colours will retail for $16, and shall be accessible completely by means of the model’s web site at launch.
To deliver the model to the U.S. market, Sunnies Face partnered with international magnificence accelerator SuperOrdinary, which additionally helped to efficiently launch the merchandise in China in 2018.
“Since partnering with SuperOrdinary for our launch in China in 2018, the corporate has been like an extension to Sunnies Face,” mentioned Wilson. “They really perceive the Sunnies Face model and the patron panorama of every international market.”
As a part of a giveback initiative, Sunnies Face has partnered with 1% for the Planet, with 1% of all gross sales throughout the model going towards “tasks and organizations that actively assist the state of the planet.”
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