“I am transgender.”
Those were the words that sky rocketed Nikita Dragun’s social media presence, and life. Four years ago, when the influencer shared her story with the world, little did she know it would resonate far and wide.
And now, with the exception of one collaboration with Bellami Hair, Nikita is all set to start her own empire.
In an interview with WWD, the social media star spoke about how it was important for her to be authentic to herself. “I don’t knock anyone’s hustle, but I didn’t want to slap my name on anything that wasn’t authentic to me. I was like, why am I gonna slave away for another brand and not have full creative control? Why not stand on my own two feet and do this myself?”
Hence, the inception of Dragun Beauty.
The brand has been in the works for at least a year, and makes its debut with two complexion products.
The first, called the DragunFire Skin Perfecting Potion, $25, is a customizable color corrector formulated with vitamins E and A.
The second product is the DragunHeart Transformation Face Powder, $35. Infused with light-refracting pigments and pearls for a glamorously glowy, beautifully brightened look.
Both items are vegan and cruelty-free, and come as sets that are packaged in eggs.
The DragunEgg Transformation Kit retails for $55. While a blingy version of the egg will cost $105. All products will be available on Dragunbeauty.com.
Speaking about the “universal” color corrector, Dragun says, “ I wouldn’t throw the name universal onto my color corrector if it wasn’t really that.”
Trendmood shared swatches of the upcoming launch. But people might need a lot of convinving.
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#REVEALED ???? Baby Draguns are starting to come out from their eggs….@nikita_dragun created for all her draguns ?? ? @DragunBeauty Live Your Fantasy!! ?✨ inspired by Nikita’s engaging, elevating and everyday story of growth, glamour and groundedness. Digital in its DNA, it’s all about empowering beauty lovers of all shapes, skin tones and sexualities as they journey along the road to self-discovery; unleashing the fantasy within. ✨ She is starting her line with interesting choice of products: 1. DragunFire Skin Perfecting Potion – customizable color corrector inspired by a mysterious potion hidden in the kits of celebrity makeup artists. It works well on all skin tones and helps to conceal, correct and perfect dark circles, discoloration and blemishes. Infused with light-reflecting mattifying powers to brighten and blur, this formula diffuses imperfections to create a photo-filtered fantasy, Saturated with Vitamin E and Vitamin A, transfer resistant, blends effortlessly, sits on top of fine lines and wrinkles and offers fully customizable light-to-full coverage $25 2. DragunHeart Transformation Face Powder – infused with light-refracting pigments and pearls for a glamorously glowy, beautifully brightened look. Cocoa Seed Butter imparts a shimmeringly sensual and seductively silky texture on the skin, delivering superior adhesion whether worn on the bare face or with a full beat. Creamy, buildable formulation, conditions skin with emollients and specially formulated polymers for increased wear and glide. Vitamin E, Vitamin A, Almond Oil, Shea Butter and Cocoa Seed Butter $35 3. DragunEgg Transformation Kit – Transformation Face Powder + Skin Perfecting Potion + DragunEgg $55 4. Iced Out Dragunegg Transformation Kit – Transformation Face Powder + Skin Perfecting Potion + #limitededition crystal-coated collectible DragunEgg has nearly one thousand hand applied Aurora Borealis crystals $105 #Vegan #CrueltyFree . . Will be available ➡️ MARCH 25TH Online @dragunbeauty . . . Congrats Boo!! ??? I’m so excited to try it! The formulas feel amazing and I can’t wait to try! What’s on your list? ?? XO #Trendmood #dragunbeauty
“I really like Nikita, but this launch is… just bad. She is a very creative and fun person, and it’s nice that this isn’t a liquid lipstick or neutral eye shadow palette, but this is strange”, said one user.
“Thank you next”, said another.
There is also a lot of debate regarding the price point, and exactly how inclusive the color corrector and powders are. But I guess we’ll have to wait and find out after the launch.
“If you want some little influencer palette with 12 bronze shades or a lipstick, there’s hundreds of those out there. But if you want a transformation kit that comes inside of a mother effin’ dragon egg, you know where to come to.”
Dragun Beauty launches on March 25th.