Beloved nail polish brand essie recently announced a new partnership with Nia and Justice, the faces behind social justice platform and brand révolutionnarie to launch a limited-edition collection. The collection includes 6 shades from expressie by essie, including 'take the espresso,' 'cold brew crew,' 'buns up,' 'millennium momentum,' 'daily grind,' and 'always transparent.'
As a lifelong dancer, Nia wanted every dancer to celebrate the skin they were in. This prompted the launch of révolutionnaire’s inclusive clothing line that served to empower all. The brand has transformed in a bigger movement to "empower individuals to use their dreams to fuel revolutions through a social network for changemakers."
Together, essie and révolutionnaire created a collection of shades that pays homage to the social justice brand's mission and origin story -- #youressieyourstory. Through this partnership with révolutionnaire, essie is asking its community to share how color inspires them, and celebrate connection through infinite story-telling possibilities.
Image Credit: essie
What Makes This Trend Stand Out
- Inclusive Beauty Collections
- The creation of beauty products that cater to underrepresented communities and promote inclusivity, such as the essie x révolutionnaire nail polish collection, presents an opportunity for companies to tap into a growing market while promoting social justice values.
- Social Justice Collaborations
- Partnerships between beauty brands and social justice initiatives, like the essie and révolutionnaire collaboration, not only create unique products but also facilitate conversation and raise awareness for important issues.
- Brand Activism
- The integration of social and political values into a company's branding and marketing, exemplified by essie's partnership with révolutionnaire, serves to establish a strong brand identity and attract socially conscious consumers.
Sectors Adopting This
- Beauty and Personal Care
- The beauty industry can benefit from creating inclusive products and partnerships that align with social justice values and appeal to a growing consumer demand for socially responsible brands.
- Activism and Social Justice
- Social justice initiatives can collaborate with beauty brands to promote their messaging and increase awareness, while also gaining access to a wider audience through the brand's marketing channels.
- Fashion and Apparel
- Similar to inclusive beauty collections, inclusive clothing lines, such as révolutionnaire's, can cater to underrepresented communities and promote diversity and body positivity, presenting an opportunity for companies in the fashion and apparel industry to tap into a growing market.
