Since its inception, Burberry has become a coveted tentpole of British luxury. Its signature Nova Check print is synonymous with protection and full coverage all season round—characteristics that naturally lend themselves to the realm of beauty. (Because the only thing missing from Burberry’s signature trench coats is a coat of lip gloss). But where the brand has succeeded with its sartorial offering, the cosmetic contributions of its makeup sector have struggled to find its (rubber sole and shearling-lined) footing.
Now, new reports have claimed that Burberry Beauty is reviving its focus on colour cosmetics, with an imminent relaunch of key products, including recently unveiled complexion and lip solutions. As first reported by the Business of Fashion, Burberry will establish its dedication to expanding its cosmetics category through a boutique inside the British department store Selfridges. (There is no word on the length of the boutique or if it’s a permanent flagship).
The revived interest in the beauty line comes over a decade since the category’s initial launch in 2010. At the time, then-creative director Christopher Bailey revealed the rationale for the expansion was to ensure the full breadth of Burberry’s “attitude” was on offer. “When we were doing makeup, I felt like we weren’t able to get the right attitude,” he told the press. “It was either caked-on makeup or then just the wrong colours, the wrong tones, the wrong spirit for makeup. I wanted it to be this kind of effortless elegance,” he added.
In the following years, Burberry Beauty exchanged hands before ending up under the helm of multinational beauty conglomerate Coty. The fragrance category of Burberry Beauty enjoyed a wealth of success, including the newly unveiled ‘Goddesss’ fragrance with campaign star Emma Mackey. Given this demonstrated track record, the cosmetics line of Burberry Beauty could encounter the same uptick.
Earlier this year, Burberry quietly reentered the category with the creamy lipstick Burberry Kisses and the Beyond Wear Perfecting Matte Foundation. The latter is available in 35 shades and is complete with innovative “Trench Protect” technology, a long-lasting, skin-enhancing formulation inspired by the shielding elements of their trenches. “Inspired by the revolutionary fabric of our iconic trench coat, the foundation provides 24-hour wear, long-lasting active care and protection against the elements: water, humidity, sweat and heat,” the brand explains on its website.
Now you can have your coat and apply it too.
This story originally appeared on GRAZIA International.