The anonymous collective launched the brand to support the Democratic presidential bid.

By Erin Lukas
Sep 30, 2020 @ 12:47 pm
Credit: Courtesy

With the presidential election a little over a month away, beauty industry insiders have joined together to launch the most influential brand of the year: Biden Beauty.

The brand is inspired by the Democratic presidential nominee Joe Biden and running mate Kamala Harris, "to engage the beauty community – and beyond – into not only voting blue, but empowering folks to register, vote, and ultimately beat out orange for good, the only way beauty knows how – with color-correcting blue."

Biden Beauty's first product is the Biden Beat, a dual-sided blue makeup sponge for $20.20.

Credit: Courtesy

The brand also offers hoodies, pins, and tote bags in addition to the makeup tool.

Credit: Courtesy
Credit: Courtesy

The brand was created by a group of beauty industry insiders who have decided to stay anonymous to not distract their goal: getting Biden elected. In order to do just that, Biden Beauty is donating 100% of its proceeds to the Democratic National Committee.

Biden and his campaign have no affiliation with Biden Beauty, but are aware of the initiative.

"Beauty has always been inherently political,” a spokesperson from the brand said in a statement. “From the beginning of time to now, all people have participated in beautifying as an act of defiance. We’re excited to push forth the message that this country is only made powerful by the vast diversity of its people. We hope that all underrepresented voices from all walks of life feel welcomed in this nation."

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Biden Beauty is launching under the mantra ″America Is Beautiful," and pushing forward the message of diversity, inclusivity, and agency in the beauty community and beyond. The brand hopes they can encourage all Americans to vote blue on Nov. 3.

For more information on the brand, check out @bidenbeauty and