Sleek MakeUP thinks everyone has the right to define their own individual beauty boundaries, for the same reason the fastest growing mass market cosmetics brand, launched "The GlowDown," the first activation under their recently launched “My Face. My Rules” platform.
Through a series of four challenges showcasing expression and creativity with top beauty gurus, The GlowDown showcases the industry’s greatest talents to craft unique makeup looks. Talent participants include YouTube star Laura Lee, the host of each challenge, much-loved beauty influencers Bri Hall, Sonjdra Deluxe, Nazanin Kavari and Kristen Leanne, and drag queen stars Miss Fame, Peppermint, Pearl and Violet Chachki.
Each challenge sees two participants going face to face and creating personalized looks based on a specific theme, rallying around Sleek’s My Face My Rules mantra.
Latin Times spoke with the one and only Violet Chachki, and she shared how's being her experience working for the first time with the brand. "It's really amazing how a brand like this called me, and how they are embracing drag culture," said Chachki. "It feels really good, really rewarding to be part of a company that wants you to be feature."
Chachki is known for creating sophisticated performances and entrancing visuals that blend strip tease, aerial acrobatics and fetish aesthetics. Her charisma, uniqueness, nerve and talent made her won the Season 7 of mega-hit TV series, “RuPaul’s Drag Race.”
“It’s funny because I started listening RuPaul’s music when I was in middle school, and now I’m kind of an ambassador for RuPaul,” said Chachki, who is originally from Atlanta, just like RuPaul. “Glamour has always being the kind of force behind what I do, and makeup is the most glamorous aspect to create a vision,” she added.
Chachki also said she spends around three hours doing her makeup, and added that is a relaxing experience. "Makeup should be an enjoyable experience." Violet also credits much of her inspiration to the likes of Bettie Page, legendary model Dovima, Thierry Mugler and renowned DJ Lady Miss Kier. Violet describes herself as a unique and eclectic combination of the people and things that she love the most.
Each week throughout the summer, challenge videos curated by the participating influencers will go live across YouTube, and will all be pinned to a playlist within Sleek MakeUP USA’s YouTube channel. The specific pairings are as follows:
- Violet Chachki and Kristen Leanne
- Miss Fame and Sonjdra Deluxe
- Peppermint and Nazanin Kavari
- Pearl and Bri Hall
“The GlowDown is a competition challenging today’s top talent to the ultimate makeup junkie showdown,” said Laura Lee, top YouTube makeup guru. “This competition has no rules, but to follow your own, be bold and push your creativity to the limit.”
“By pairing beauty’s top names and faces alongside one another, we are able to celebrate their own unique styles, while encouraging makeup lovers everywhere to do the same,” said Lauren Consiglio, Category Director of Global Consumer Brands Americas at Walgreens Boots Alliance.
Following the brand’s influencer-driven fame, Sleek MakeUP officially made its highly-anticipated debut stateside on June 1. A total of 152 skus are now available for purchase online and in select Walgreens and Ulta stores.
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