Hailey Baldwin is getting into the cosmetics game with some help from Australian beauty company ModelCo, WWD reported.
The 19-year-old model will release a limited-edition color cosmetics line in mid-November. The collection will consist of 25-stock keeping-units that range in price from 25 Australian dollars, or $19 at current exchange, for a lipstick or lip gloss to 55 Australian dollars, or $42, for a contouring palette.
"The Hailey Baldwin for ModelCo range is all about my signature go-to beauty products. I have always loved the world of beauty and was thrilled to be given the chance to show my creativity by collaborating with a cult-cool brand like ModelCo. I feel that ModelCo has a modern, innovative approach to beauty, and I love that my fans can now create my personal beauty style. My product range is affordable, accessible and combines quality and femininity for a photo-finish inspired look and feel. Think filter-esque hues, sleek packaging and premium formulas," Baldwin told WWD.
Baldwin, who announced the collaboration this past weekend on Instagram, plans to shoot a campaign on Bondi Beach in Sydney in November and then launch the Hailey Baldwin for ModelCo collection exclusively through ModelCo's online store and Australian beauty chain Mecca Maxima.
"ModelCo is all about the no-makeup makeup look, we're all about natural glamour. I'm not a makeup artist, unlike a lot of my competitors. We've always said ModelCo is a fashion-based beauty brand. What we've done is we've taken a Millennial girl who is of the now and we've literally tailored each product to her and what she wears and what she uses," ModelCo founder and CEO Shelley Barrett told WWD.