Stay Golden with Island Girl Collection
Melanin glowing in the sun’s smile. Glamorous strut in the spotlight. Day or night, no matter the occasion, Stay Golden Cosmetics (SGC) has your lips covered with its new and luxurious Island Girl Collection.
The uber-chic super-exclusive lip line was conceptualised and created by SGC’s CEO and certified slay queen, Danielle Edmond. Known for making a shimmering and sparkling statement with her glitter lip kit, this collection marks as Edmond’s tribute to yard from abroad. “My team and I are Island Girls and we wanted our next product launch to reflect our vibes as well as our stature.”
With over 20 shades to choose from, Edmond shared that The Island Girl Collection is completely rooted in culture. Taking her and the team two years to create and perfect this top-notch formula, not only does it have the perks of being truly cruelty and paraben free, she asserted that it also smells yummy. Once the core colours were formulated, the fun part came in naming the gems. “We named them based on what came to mind first. The case study conducted proved very fruitful. When a group of women saw the very loud red lip glass and their vibrant response right off the bat was ‘Raeee’. They had no choice but to name the shade just that. Other names include DHQ, Hot Gal, Deh Ya, Bashment, Jamrock, Passa Passa, Portland, Unruly, Yardie, Trench Town, Soca, and more.
Soft launches of the Island Girl Matte Collection and the Island Girl Gloss Collection took place in May and June of this year, respectively, and already, they have been doing very well on the market. Edmond said that it has been thrilling to see the American family ask what a particular shade means and the Caribbean family proudly respond.
“We consider this our testing phase as our Glitter Lip Kits have always been the star of our show. Now that we have introduced the new wave to our very party-girl niche, all the reviews, commentary and dialogue will allow us to strategise for what is to come.”
With high hopes of connecting even greater with the diaspora, Edmond is looking to have a have a retailer in Kingston before the year is out.
“When we started in my apartment, there was just me and Darline. Two years later, we have moved into our warehouse where we now have 10 team players and a model squad of six ladies. Stay Golden Cosmetics is a movement, so I encourage all my divas to get in on this beauty formation.”
Following through on cultural authenticity, it was important for her to present the collection in vibrant, popping colour, and sought the expertise of local talent. “The entire production team for the photoshoot is Jamaican. From lead photographer, Adrian ‘Lexonart’ McDonald, editor Ricardo Morris, to stylist Neko Bootleg Rockstar, make-up artist, Kimberly Patterson, and all muses including the first black Miss Jamaica, Joan McDonald,” she revealed. She is proud of the magic they created together.
For more information on how you can stay golden with this beautiful Island Girl collection, you can visit (and shop) on the website, www.StayGoldenCosmetics.com follow @StayGoldenCosmetics on Instagram and Facebook for more updates.