On March 12, Amazon Prime will release the film sequel Coming 2 America. In collaboration with the movie, a beauty line has launched an exclusive makeup collection. The new line brings the real beauty of African countries and their heritage.
The makeup line was launched last March 4 and it focuses greatly on the eyes.
The makers explain in a press release, “The collection, which has a particular focus on the eyes, draws from African royalty from all over the continent, from the Fulani tribe in Nigeria, Niger, and Chad to the Ndebele all the way to the ultra-modern and colorful Aso Ebi/Aso Oke culture.”
One of the main highlights from the collection is the debut of three various palettes. One of them is the 10-pan palette, which has different shades of opulent golds and warm reds. Interestingly, each shade is named after the queens of Ancient Africa.
The other two palettes have their respective names that have been made in homage to the film. However, these are not the only products that have been inspired by Coming 2 America. There are also lipstick shades, highlighter palettes, and eyeliner shades, which reflect vibrant colors with both matte and sparkle textures to reinvent your look and look royal. Most of them have been inspired by traditional African beauty standards and formulas.
Along with the product launch, the brand set up a regal campaign to accompany the new collection. They asked different leading makeup industry creatives to help produce the campaign. Some of these individuals are Beyoncé’s makeup artist Sir John, Beyoncé’s stylist Zerina Akers, South African photographer Trevor Stuurman, and costume designer Ruth E. Carter, to name a few.
Inspired by the fictional country of Zamunda, the campaign tells a story that honors the greatest queens of Africa. There are nine portraits of the queens: Kandake Amanirenas, Makeda, Nefertiti, Nandi, Nzinga Mbande, Ranavalona, Moremi, Amina, and Yaa Asantewaa. Additionally, the campaign uses the original costumes that Ruth E. Carter designed for the movie.
A Nigerian native and founder of the concerned beauty company, Sharon Chuter shares that both the collection and the campaign tell the story of her home continent and history.
She says, “This is literally the place that made me. It was of the utmost importance that I do my best to convey the many layers of the history of Africa. In telling this story, I am telling my story.”