Anne Curtis has a genuine, personal penchant for beauty and makeup. You've probably already heard that she launched her own baby makeup brand blk Cosmetics last month. One of the videos released for its promotion had a signature "Aww" factor on it, indicative of her love for the cosmetic brand she laboriously supervised to fruition. Her chosen leading man for life, Erwan Heussaff, narrates in the video and tells viewers about what Anne is at first light.
At first, you might probably think sweet 31 year-old Anne Curtis has crossed off enough stellar girl goals in life. She's pretty much done what many women her age might aspire to and much more. As a young actress and celebrity, she's reached nationwide to global audiences with a daily noontime variety show, movies, and, heck, even concerts. She travels the world fashionably and is committed to staying healthy and fit. She has a loving family and is engaged to the dude of her dreams. Really, Anne, must you push the girl power bar any higher?
One of her personal "passion projects" ever since was to have a makeup brand of her own. Way before Rihanna's Fenty Beauty or even Kylie Jenner's Kylie Cosmetics came to the scene, Anne already had beauty fish thoughts back then swimming 'round in her pretty head. She just hoped that eventually she'd have the free moments and the right people to help make her dream a reality. In this case, time would actually tell.
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Jasmine Curtis' show of moral support for Anne's "new baby" at the blk Cosmetics launch
"I honestly think I could not have done this by myself," Anne shared at the launch of blk Cosmetics, plus, on her lippie preference she could only share what she had on that night. "Everyone’s been asking me [what her favorite shade is among the lip products] and it’s actually so hard to choose because it’s like asking a mother to choose who is her favorite child, and they’re all my children! Right now I’m using a mix of Flirty and Classy.” The name "blk" happens to be a compressed form of the word "black" which for Anne is a representation of all that is "...timeless, elegant, and uncomplicated."
In the past, Anne just never really had a moment back then to sit down with potential partners who could help her dream materialize until the past year. Last September, she birthed blk Cosmetics together with partners Steph Abellada, Roxanne Farillas, and none other than Happy Skin Cosmetics co-founder Jacqe Yuengtian-Gutierrez.
“Plains and Prints [Roxanne Farillas] was actually the one who connected Anne and me. Anne said, ‘I really want to launch my own makeup brand.’ We had the exact same idea. I am not kidding. Gusto nya same price segment and gusto nya ‘Beauty made simple.’ Sobra kaming same wavelength.”
blk Cosmetics' CEO Jacqe stressed, "I’m sure you’ve seen our [blk cosmetics] products, how pigmented they are, how heavy the containers are. I mean talagang we really made sure it’s the right price, right quality, and right product."
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On what it's like working with Anne Curtis, Jacqe almost couldn't say enough “Sobra syang OC. She [Anne] approves all the key visuals. I email her, not even Viber, kelangan email kasi iba yung color, diba? Sobrang talino ni Anne. She’s a businesswoman. I didn’t expect na she’d have time to be that involved kasi she has It's Showtime and it’s everyday, diba? She has Buy Bust, and she has a wedding to plan. Sobrang dami nyang ginagawa and yet she spent so much time answering me. For me, that shows how committed she is.”
Anne shared that Jacqe, together with their other partners, Steph, and Roxanne did the legwork that she couldn't when it came to narrowing down the best cosmetic suppliers for the best value before she started testing several prototype products with them right at home.
Jacqe mentioned the main reason why she thought of partnering with Anne and supporting her idea. "The reason why we wanted to do blk Cosmetics is really because we saw a gap in that price segment. It really is affordable because Anne made it that way. The goal is to share her love for makeup and she really did that by creating quality products that won’t break the bank.”
Also under the blk cosmetics quality banner is the guarantee that all products created for the brand are certified PETA-approved for being cruelty-free. Anne shared, “It’s 100% cruelty-free so it’s not tested on animals at all.” blk Cosmetics launch blogger-host Nicole Andersson also teased at the event, “...just [tested] on Anne Curtis lang naman…I guess that’s enough for us, right?”
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The following products from Anne's new blk Cosmetics range are available for purchase from physical Watsons and SM Beauty stores, and online via blkcosmetics.com.ph and via Zalora.com.ph. The lip products are shown below for your convenience in swatches by blk across three different skintones :
blk cosmetics Long-Lasting Liquid Matte Lipstick, comes in 5 shades.
blk Cosmetics All-Day Intense Matte Lipstick, comes in 6 shades.
blk Cosmetics Velvet Lip Cream, comes in four shades.
blk Cosmetics Brow Sculpting Pencil Duo.
blk Cosmetics Long-Lasting Liquid Eyeliner, comes in two shades.
blk Cosmetics All-Day Matte Powder Foundation, available in Natural Beige and Light Beige.
blk Cosmetics Contour, Blush, and Highlight Palette, available in two colorways, Flushed (rose) or Sun-Kissed (peach).
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Photographs from: Instagram.com/blkcosmeticsph, Instagram.com/annecurtissmith