THE START OF AN EXCEPTIONAL ADVENTURE

 Eight. Eight years old.

That's how long it took from the idea to the realization of Maison Vertuous Beauty.

On March 12, 2022 , we launched Vertuous Beauty, a luxury cosmetics brand dedicated to black, albino and mixed-race women.To set the tone, the evening took place in a prestigious setting on rue du Faubourg Saint Honoré in Paris's 8th arrondissement. 

Why Vertuous Beauty?

"This brand was created to change things. In the cosmetics industry, black, mixed-race and albino women are still under-represented, even if things are tending to improve.

To change things, we have to face up to the problem ourselves. Tired of seeing these women often put in certain boxes and described in a certain setting that's not usually an elegant or refined one. I wanted to set that frame: luxury.

Vertuous Beauty is here to give prestige back to these women, deconstruct stereotypes and inspire young women by showing them that they too can go where they're not expected."  

To rediscover our history click here.

Why the slogan "Your black is bright"?

"With this contrasting slogan, I wanted to emphasize that black, although a dark color, is powerful and luminous.

Black in marketing is a symbol of luxury, elegance, power and timelessness. These adjectives could be applied to people with this skin color. Hence "Your black is bright".  

The evening

During the evening,guests were able to discover the DNA of the Maison in a more intimate setting. It was also an opportunity to present the products to our first customers who contributed to our Ulule campaign. 

The first products in the Vertuous Beauty range are 5 lip glosses and 3 lip pencils, to be discovered here.

After a time of sharing between the founder and customers, it was now time to test the products, buy and enjoy the evening over cocktails. 

Relive the launch party in 2 minutes.