Oz shoe designer steps into makeup market

Mary-Kyri, one of Australia’s most famous shoe designers, is taking her first steps into the beauty market with the launch of Elektra Skin.

Mary-Kyri, whose high-fashion shoes have been worn by the likes of Kylie Minogue, Kim Kardashian, Jennifer Lopez, Sarah Jessica Parker, Tina Arena and Kristen Stewart, created the makeup collection to give users “plastic surgery effects” without the expense or downtime.

“It’s been a lifelong dream to be able to make women feel incredibly beautiful without incurring such large expenses,” says Mary-Kyri.

The Elektra Skin collection will launch in April 2020 with its ‘hero’ product – the $34.99 Plumping Lip Gloss.

Available in clear and eight sheer colours, the gloss will offer lips a plumping effect equivalent up to 2ml of hyaluronic acid filler and for up to four hours with no pain.

The Elektra Skin collection will expand to full colour lip glosses, lipsticks, lipliners, foundations, concealers, highlighters, eye shadows, eyeliners and primers.

Primarily targeted at 25-70 year old women, the range will initially be sold on it’s website elektraskin.com and via its Instagram account as well as “top tier beauty salons”.

Mary-Kyri plans to distribute the brand to major global retailers such as Amazon as well as MECCA and Sephora in Australia.

She says the new brand will be promoted via influencers on Instagram, Facebook and Youtube as well as in beauty and fashion magazines and websites.

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