Joe Biden has unwittingly added his most off-the-wall role yet to his resume: beauty influencer.
The 77-year-old Democratic candidate has inspired the launch of a new beauty brand that is helping to raise money for his presidential campaign, while encouraging people to vote in the upcoming election.
Founded by a group of beauty industry insiders – who wish to remain anonymous – Biden Beauty launched with just one makeup product: a blue $20.20 cosmetics sponge that it jokingly promises will help to ‘cancel out orange’ in a thinly-veiled dig at President Donald Trump‘s skin tone.
Influencer: Joe Biden has inspired a new beauty brand that is helping to raise money for his election campaign, although it is not officially affiliated with the Democratic candidate
Message: Biden Beauty launched with just one makeup product – a blue $20.20 cosmetics sponge that the brand cheekily promises will ‘cancel out orange for good’
Mystery: The brand’s founders wish to remain anonymous, however they have vowed that 100 per cent of the proceeds from Biden Beauty will go to the Biden Victory Fund
‘Biden Beauty put much thought into this makeup sponge,’ the product’s official description reads.
‘Not only does it come in Democratic blue, it’s dual-sided to help you do the most, and it’s also durable, rugged, and dependable. Just like – yep, you got it – Joe Biden.’
The brand, which launched on Wednesday, one day after the first presidential debate, is not officially affiliated with Biden, nor with his running mate Kamala Harris, however its mysterious founders have pledged 100 per cent of the proceeds from its products sales to the Biden Victory Fund.
As well as the makeup sponge, the brand also offers several merchandise items, including a $46 blue Biden hoodie, a $15 tote bag with the words ‘America is Beautiful’ written on the side, and a $7.70 pack of pins and stickers.
According to the brand’s website, Biden Beauty was launched in the hopes of ‘merging beauty and politics to push forward a message of diversity, inclusivity and agency within the beauty communities – and beyond’.
‘Biden Beauty’s goal is to inspire Gen Z to Boomers to get out [and] vote,’ the description continues.
Get glam: ‘Not only does [the sponge] come in Democratic blue, it’s dual-sided to help you do the most, and it’s also durable, rugged, and dependable. Just like – yep, you got it – Joe Biden’
Merch! As well as the makeup sponge, the brand also offers merchandise items, including a $46 blue Biden hoodie and a $15 tote bag with ‘America is Beautiful’ written on the side
‘Inspired by Joe Biden’s own natural beauty, the brand hopes to show Americans that you are beautiful, powerful – and vital. BIDEN Beauty hopes to spread the message that American is and always has been beautiful, but to maintain this message, America needs to vote, and vote blue.’
A press release from the brand cheekily added: ‘Let’s cancel out orange for good, the only way beauty knows how — with color-correcting blue.’
According to Elle.com, the brand has plans to release more products in the coming weeks in the lead-up to the election on November 3, and the publication also reports that the founders will come forward and identify themselves at some point, although it is unclear when that may be.
The founders told Marie Claire that they plan to launch a We Glow High Kamala Highlighting Stick and a Biden Bounce Hyaluronic Acid serum before the final presidential debate on October 22.
This is not the first time that the beauty industry has lent its support to a political candidate – or indeed hit out against one – with the launch of a product, however this is thought to be the first time that an entire brand has been created for one.
In 2016 shortly after the election, cosmetics brand Lipsl*t launched a F**k Trump shade of its popular lipstick, the sales of which have since been donated to a number of different charities, including the ACLU.