First came the wave of celebrity beauty lines. Now prepare yourself for the influx of beauty brands developed by influencers. Chiara Ferragni of The Blonde Salad, a super-influencer and designer of an eponymous fashion and accessories label has just made her first foray into the beauty world—and teased the major news that she’s cooking up a line of her own.
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My first @beautybites masterclass has just ended and it was epic! ✨ This is one of the three @lancomeofficial make up looks that @manuelemameli created on me 😊 We used the Monsieur Big mascara, Ombre Hypnose Erika F and the Absolu Rouge 132 on my lips, my favorite 💘 #SuppliedByLancome
Over the weekend, Ferragni hosted her Beauty Bites event, a masterclass between herself and her personal makeup artist Manuele Mameli. Women’s Wear Daily reports: “During the first of two events held in Milan’s Teatro Vetra venue over the weekend, Ferragni revealed ‘there might be surprises this year’ on the beauty product launch front.”
She didn’t disclose any more information about the surprise to the 1,000 attendees. However, the event was sponsored by Sephora, Viktor & Rolf Parfums, and Lancôme—the latter of which has partnered with influencers like Camila Coelho on limited edition lipstick capsule collections. Or Ferragni might go the way of Rihanna, who launched Fenty Beauty exclusively at Sephora back in 2017.
This isn’t Ferragni’s first foray into the beauty world. Back in 2016, the influencer accepted a gig as Pantene‘s global hair ambassador. “Growing up, my hair has always been my most faithful ally; its care is my little obsession,” she wrote at the time of the announcement. “And when what was born as a passion transformed into the job of my life, taking care of my hair, shielding it from stress, styling and weather changes and maintaining their health became more and more an actual necessity.”
Ferragni and Mameli weren’t the only beauty masterclass to happen over the weekend. In Los Angeles, celebrity makeup artist Mario Dedivanovic hosted his series The Masterclass with special guest and longtime client Kim Kardashian West and eyebrow guru Anastasia of Anastasia Beverly Hills.
Traditional beauty influencers like Huda Kattan, James Charles, and Desi Perkins have been launching product of their own for years. But the trend of fashion and lifestyle influencers branching into the beauty space is new, and we’re expecting to see it a lot more in 2019.
This article originally appeared in Harper’s BAZAAR US.