Jaime King: 'Beauty doesn't have to be stuck in a box'
Actress and model Jaime King has collaborated with ColourPop on a "game-changing" makeup range.
Jaime King is encouraging beauty lovers to break the unwritten rules of makeup.
The actress and model has collaborated with ColourPop in creating a 12-piece makeup collection called Alchemy which features products that are designed for different uses across multiple areas of the face.
Jaime, who has previously modelled for Chanel and Dior, described the range as "game-changing" because the products - eyeshadows, lip pencils, blush and lipsticks - are so versatile and interchangeable.
“This isn’t just makeup for straight pretty girls. This makeup is for everyone. Beauty doesn’t have to be stuck in a box," she told WWD, adding that the makeup kit is geared toward people of all races, ages, and genders.
The collection's signature product, a translucent peach shadow with a glittery sheer finish, can be used as a blush and on the lips, with many of the products able to be applied by singularly or layered to achieve more matte or shimmer effects.
The 36-year-old added that she was thrilled with the colours in the range, particularly creamy white and warm brown varieties of the Sculpting Stix, and loves how adaptable each product is.
"I was quite frustrated that you have to make a decision about whether you want something matte or shimmery... It is truly alchemy because you can use it with so many of the products you already have and turn them into something completely different.”
As well as her ColourPop collaboration, the busy mother-of-two is also working on a book of poems with writer Kris Kidd, partnering with the brand Gardner and the Gang on a line of children’s clothes, and developing a women’s apparel line.
Describing her children's clothing line, the blonde beauty said that it will be the "first gender fluid line for babies and for children" and will encourage parents to let go of traditional ideas of what little ones should wear.
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