Make Up For Ever launches new athleisure focused makeup line with Kehlani

By

Cassidy Mantor

Published
Apr 28, 2017

R&B pop star Kehlani has teamed up with Make Up For Ever to launch the brand's first athleisure inspired makeup line.

The Aqua XL Color Collections are designed to last for 24 hours with extra pigmentation and easy glide on application. They are designed to stand up to workouts, harsh conditions, and anywhere an athleisure customer might go in a day without fading or melting.

Kehlani teamed up with Make Up For Ever to help design the collection, which is her first artistic collaboration. She said she is particularly happy to work with Make Up For Ever because she knows it is "not going to melt or come off while [she's] performing, so [she doesn't] have to think about what’s happening with [her] makeup."

As Kehlani is currently on her debut world tour through August, there will be plenty of exposure for the new Aqua XL Color Collection line. She is a Grammy nominated artist who, at the age of 19, speaks to the tastes of the next generation.

The collection is being positioned as a "24-hour lasting athleisure makeup line," which Kehlani can market through her dancing, touring and cultural significance as an energetic young artist.

“We consistently support the creativity and artistic spirit of charismatic talents with bold personalities,” said Nicolas Cordier, CEO of Make Up For Ever.

The collection includes both color cream eye shadow and eye liner in a variety of colors. Consumers confirm in reviews that there is no need for touch ups, even after washing their faces. The eye color and liner will be readily available starting May, 2017.