She’s strutted down runways, melted paparazzi lenses, and set Instagram afire with her precocious beauty and fearless style. Now, fashion and social media phenom Amelia Gray Hamlin is bringing her best life to home life for Rinna Beauty, the namesake cosmetic brand launched by her mother Lisa Rinna, a bold taste name in her own right. Hamlin, whose 1 million + followers span the world, will debut on Cyber Monday (Nov. 29) the “Amelia Kit,” featuring lipstick, gloss and liner that reflect her attitude, allure, and attraction. The latest addition to the Rinna Beauty collection retails for $49 and is available exclusively on www.rinnabeauty.com. As part of Cyber Monday, Rinna Beauty will extend a 50 percent discount on all Lip Kits.
“My mom is so fearless in everything she does, and I wanted to create that spirit in my Lip Kit,” said Amelia, who has become a ubiquitous force on the runway (Dolce & Gabbana, Christian Cowan, Dennis Basso, etc.), glossy pages (Vogue, W) and the red carpet. Her lip kit, a part of Rinna Beauty’s ICON collection, includes the “Lil Extra” lip liner (0.2g/0.01 oz) in a neutral mauve tone; “Angel’s Kiss” lipstick (3.9g/.14oz) a lightly frosted bubblegum pink; and “Frost Bite” lip gloss (4ml/.14 fl. oz) a shiny frosted silver. “My style is chic, and I wanted to have fun with the names,” she said.
The “Amelia Kit” is the first collaboration Rinna Beauty has launched with Lisa’s family, but not the last.
“It’s a family business!” says Lisa. “Rinna Beauty is not a celebrity brand; it’s a cosmetic company rooted in quality, style, and individuality. I’m so excited to have my daughter join me in representing — and advocating— for something so meaningful. We’ve created a line of products that are vegan, paraben-free, not tested on animals, that use only the finest materials and ingredients, and which make people feel special.”
The Amelia kit joins the astonishingly successful collection of her mother’s lip kits, each of which has its own dynamic personality. Since its debut late 2020, Rinna Beauty has become one of the hottest cosmetic brands to launch. Its first products, the ICON Lip Kits, in Lisa’s signature nude shades, were immediate best sellers and crashed the rinnabeauty.com website several times. Lauded for their luxury formulas and packaging, Rinna Beauty is quickly becoming a front runner in the clean, vegan beauty lane. The brand has released several new shades/ incarnations of the kit through 2021, including the “alter ego” collection: Pinky, Kiki, Heidi, Sasha and Sabine.