Olivia Palermo Launches Beauty Brand

American Influencer and street style star Olivia Palermo has unveiled her beauty brand Olivia Palermo Beauty after two years in the making.

“For years, I had worked with some of the industry’s leading names behind the scenes and in the chair, but now, I had the opportunity to make my mark and help everyone feel just as incredible as I do every single day. The concept? Treat beauty the same way I approach fashion and so I want to introduce you to Olivia Palermo Beauty, the ultimate beauty wardrobe.” she wrote on her website . “So what does this mean? With fashion, you have your essentials, the foundation of an outfit. With Olivia Palermo Beauty, we wanted to achieve the same thing and so we’re starting with the products that will empower you from day to night.”

Courtesy of @oliviapalermo

The 35-year-old American socialite, fashion influencer and entrepreneur has partnered with French beauty company Marie Claire Beauty Group for this new collection, which means that Palermo is the founder and co-owner of Olivia Palermo Beauty. The brand will launch direct-to-consumer on May 6 with four products: an illuminating serum, a mattifying mist, a matte lipstick in three shades, and two eye shadow palettes. The products are cruelty-free and are formulated without parabens, sulfates, phthalates, mineral oil and talc. Prices range between $35 and $60. “While I love the formulas, the colors, and the products, with their efficacy as my number one concern, I also wanted to ensure that all products adhere to the strictest beauty regulations. To that end, Olivia Palermo Beauty is not using the more than 1,300 banned ingredients in compliance with European Union regulations, is cruelty-free, vegan, and as sustainable as possible.” Says the former reality TV star of MTV’s The City.

From Rihanna, to Selena Gomez, Kylie Jenner, Kim Kardashian, Balqees Fathi, Jessica Alba, Jennifer Lopez, and now Olivia Palermo: can you name a celebrity that hasn’t launched their very own beauty line? That’s right, the cosmetics market is so lucrative that every celeb wants in. But are celebrity makeup and beauty brands worth it? Personally I have a thing for Rihanna’s Fenty makeup products, especially Beauty  Stunna Lip Paint in Uncensored. How about you?