Like countless YouTubers before her, beauty vlogger Nikita Dragun is throwing her hat into the cosmetics business — though the 23-year-old’s self-owned brand arrives with something of a twist.
Dragun Beauty, as the line is called, differs from predecessors in that it caters to transgender users — as well as all makeup wearers, Dragun says. For her part, Dragun has chronicled her own gender transition on YouTube over the years, nabbing 2.1 million subscribers in the process.
Products will come housed in a purple egg, Women’s Wear Daily reports, and were inspired by Dragun’s own journey of harnessing makeup in order to feminize her face. “I’ve always been obsessed with the art of transformation,” she told the outlet. “As an artist, I was more obsessed with how makeup could change your face and that you could be the architect of your own beauty. ”
Two items will be available at launch — a $25 DragunFire Skin Perfecting Potion (which Dragun says she uses to hide her five o’clock shadow) and a $35 DragunHeart Transformation Face Powder, which she says can be used to alter the structure of your face. Items will be available separately or in kits packaged within the aforementioned purple eggs. The DragunEgg Transformation Kit is priced at $55, while a bejeweled version will cost $105. Dragun Beauty is vegan and cruelty free, Dragun says, and has been in the works for a year. The initial product drop will hit DragunBeauty.com on March 25.
Unlike the slew of influencer beauty product collaborations that have hit shelves in recent years, Dragun tells WWD that she was up to the task of forging her own path as the sole investor in her own company. “I don’t knock anyone’s hustle,” she said, “but I didn’t want to slap my name on anything that wasn’t authentic to me. I was like, ‘Why am I gonna slave away for another brand and not have full creative control? Why not stand on my own two feet and do this myself?’”
That said, in hair, Dragun did previously pact with Bellami on a collection of synthetic wigs, and she served as the face of a lipstick collection from Morphe in May.