Chloë Grace Moretz and Rina Sawayama have collaborated on a makeup brand
Celebrity beauty brands are a dime a dozen these days, so when we hear rumblings of another one launching into the fore, we're immediately a bit cynical.
Sure, not all celebrity-endorsed ventures are money grabs, but not all brands will necessarily enjoy the same level of success as Rihanna's Fenty empire. In fact, many celebrity beauty brands fail, as a result of the over saturated market and lack of consumer interest.
But, despite the proverbial voices of doom, many A-listers do it anyway, and a growing number of them have started to capitalise on subcultures and the niche.
Lady Gaga's Haus Labs feels like a happy middle ground between the extremes of her mother monster and jazz crooner personas. While Ariana Grande's r.e.m beauty provides fans with everything they need to emulate the pop princess' many personalities. Their makeup collections are versatile, innovative and uniquely undupable, which seems like a near impossible task these days. And that's where Godmode Beauty fits in.
What is Godmode Beauty?
The collaborative brainchild of actress Chloë Grace Moretz and pop star Rina Sawayama, the fresh makeup brand is inspired by the pair's love of gaming, and the brand's first drop, Genesis, feels like stepping into a Blade Runner-esque fever dream.
"Gaming has been a big part of my life for as long as I can remember — it offered a sense of fantasy, a creative escape and I learned an appreciation for the incredible soundtracks," Sawayama told Hypebae. "I hope to create a sense of community by welcoming everybody into this world we’re creating."
"[Godmode] is a new universe that allows you to enter, create your avatar and become who you want to become," Moretz explained. "You can apply it in wildly futuristic ways, or keep it simple and just use our products as they are."
"We want to push the boundaries of what makeup is and keep it playful," said Moretz. "We want you to play with it, do things that are out of the box with it — it may say 'eyeliner' but use it in different ways."
"That is something that beauty brands have strayed away from," she explained. "A lot of brands have gotten more and more serious and we just want to keep things attainable and fun."
What makeup products are in Godmode's Genesis launch?
Godmode's hero product — the Godmode Genesis Glow (USD $39 from Godmode Beauty) — is a shimmery, buildable highlighter that you can use on your cheeks, eyes, lips, or collarbones for a gorgeous glow, Moretz explained via Instagram.
Customers can also scan a QR code on the product's packaging to gain access to an exclusive GODMODE AR experience, which can only be unlocked with Genesis Glow.
Moretz and Sawayama are also launching the Godmode Mirage Lipgloss (USD $31 from Godmode Beauty), which will be available in three shades, and the Godmode Godmode Level Up Lip Liner (USD $19 from Godmode Beauty) in four shades.
Is Godmode Beauty available in Australia?
According to the Godmode Beauty website the brand currently offers standard shipping on all orders to the United States and the United Kingdom. However, they do have plans to expand to other countries in the not too distant future.
To get notified when Godmode is available in Australia, simply sign up using the link on the Godmode website homepage.
You can also sign up to become a member of Godmode's Alliance here, which will give you exclusive access to new collection drops, giveaways, community events and more.
Main image credit: @chloegmoretz
Godmode might not be here just yet, but is Rhode finally coming to Australia?
Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).
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