A24, the production company behind Euphoria and Midsommar, has revealed that they’re set to venture into the realm of beauty – and fans couldn’t be more excited.
Rules Beauty, which is a combination of Jules and Rue, two famously fashionable characters from the hit series Euphoria, will reportedly be a beauty line that will represent “a new A24 portfolio company focusing on the beauty space,” as per i-D.
If you’ve ever checked out the addictive teen drama, you’d be familiar with the characters’ bold and bright makeup style that incorporates rhinestones, glitter, and pops of colour into their iconic looks, courtesy of the show’s talented makeup artist Doniella Davy.
Proving how much the Euphoria asesthetic has permeated popular culture, since the show’s explosion in popularity, we’ve seen celebs such as Katy Perry, Gigi Hadid and Jameela Jamil all rocking maximalist makeup looks inspired by the series.
Perry’s makeup artist Michael Anthony didn’t hold back on expressing his love for Euphoria when showcasing a whimsical pink, rhinestone-bedazzled look he created on the ‘Swish Swish’ singer back in August 2019.
“This looked so mesmerizing in person and in the lights on stage!” Anthony wrote in the Instagram caption.
“Been super inspired by Euphoria to bring the crystals back out and last night was a perfect opportunity to shine a little brighter. The crowd went berserk for her!”
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While fans are awaiting further info on what exactly A24’s beauty line will entail, the company look like they’re wasting no time in hiring people to front the venture, with the company recently posting a job listing for a Director of Operations and Supply Chain.
The advertisement for the role reads: “This is a unique startup opportunity for an entrepreneurial individual to work closely with the brand’s General Manager to build our team, processes, and best practices from the ground up.”
So, not much to go off just yet, but exciting nevertheless!
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