The Glamatory released its first eyeshadow palette, appropriately called Elements of Glam. While many are excited to get their hands on this stunning palette, some may not realize that launching this product is the result of the beauty business being pulled from the brink.
The Glamatory is known for its branded vegan and cruelty-free makeup selection and amazing staff of talented artists. Celebrity makeup artist and Glamatory founder, Mimi Johnson, started the company back in 2014 to offer a new way of providing makeup artist opportunities. But like many small businesses, The Glamatory took a hit due to the economic effects of COVID-19. After struggling to keep her business afloat, Mimi took to her social media to express the hardship and share the store’s closing news. Mimi’s followers empathized with her and showed their support by re-sharing her story. Thanks to the power of social media, the story got back to J. Gray, the founder of a non-profit vertical Influencer In Color and the Black influencer agency Image is Everything Co. She felt led to offer a lending hand to the beauty entrepreneur.
To assist, J. Gray contributed her companies’ power of influencer marketing advertisement by extending her audience of more than 700,00 to support and revamp The Glamatory brand, all while adding to the change of racial inequality.
Along with their contribution, 15% of all proceeds made through affiliate commissions will be donated to Color of Change, an organization representing civil rights advocacy.
“I am so grateful for the support from Influence In Color and the collaborative efforts from all of the talented influencers who are helping to keep The Glamatory alive,” says Mimi. “This campaign speaks to the impact of perseverance, sisterhood and the power of black influence. I am truly humbled at the opportunity, and I hope that this inspires more women to band together and uplift one another.”
Releasing the eyeshadow palette is something the brand could move forward with, now that it’s received the necessary assistance to survive in these tumultuous times. The palette is available for purchase in-store or online at https://theglamatory.com/.