Fashion brands venturing into the beauty industry, continuing their brand aesthetics in makeup products while expanding their business scope is a common practice. Following the widely discussed Valentino Beauty last year, another fashion brand has entered the beauty industry in 2022, and this time the protagonist is the Belgian fashion brand Dries Van Noten.
Dries Van Noten is known for blending nostalgic and folk styles with modern romantic fashion aesthetics, and his understated and elegant designs have always been loved by celebrities, stars, and fashionistas. In 2018, the brand was acquired by the Spanish perfume company that owns Jean Paul Gaultier and Nina Ricci, leading many to speculate that the brand would enter the beauty industry. After years of anticipation, Dries Van Noten recently announced the good news on their official IG.
As the brand’s first beauty series, Dries Van Noten Beauty first launched lipstick and perfume series to test the market response. The designer’s core theme for the first beauty series is the combination of “beauty and strangeness,” releasing 30 lipsticks and 10 unisex perfumes. Lipsticks are divided into glossy, matte, and satin finishes, while perfumes are created with different floral scents for both men and women. The product packaging uses the brand’s commonly used printed elements in fashion, with both lipsticks and perfumes featuring color-blocking designs, surpassing the aesthetic appeal of most beauty products on the market. Does this fashionable newcomer in the world of beauty pique your interest and desire to purchase?
