Melissa Juried Kriebel
A beauty company in Cheltenham has announced a major makeup collaboration with US drag icon RuPaul Charles. SLG Brands, which is based in the Brewery Quarter, has teamed up with RuPaul and Superdrug to release the drag queen’s debut cosmetics range in the UK.
RuPaul, an LGBTQ+ activist, is perhaps best known in Britain for fronting popular television series Drag Race, which is currently airing its fourth UK season.
SLG, which describes itself as an “international brand incubator business”, said it had worked “closely” with RuPaul on the collection and had spent 18 months developing the products with the star.
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“We are incredibly proud of the partnership between SLG Brands Superdrug and RuPaul Charles in the creation of RuPaul’s debut cosmetic and fragrance collection exclusively available at Superdrug,” the company wrote on LinkedIn.
The nine-piece collection includes the RuPaul Sashay Away 18 Shade Shimmer Eyeshadow Palette (currently on sale at £14); the RuPaul Condragulations Lookbook (£20 down from £25), which includes six eyeshadows, a highlighter, blush, matte lip and a liquid liner curated by RuPaul; and A Little Bit of Luscious Lipstick Trio set (£10 down from £15).
RuPaul said on Instagram: “I decided to do a makeup line because I Iove makeup, and I love what it does to people and how it allows them to be playful…I have been playing with makeup since I was a little, bitty boy. And hopefully there are people out there who are just now experiencing the joy of makeup. I believe makeup is miraculous.”
Lucy Beresford, SLG joint managing director, told SoGlos that everyone at SLG Brands was “incredibly proud” of the new RuPaul cosmetic and fragrance collection.
She said: “We have worked closely with RuPaul in bringing this extraordinary new brand to life and it has been a joy to do so. At SLG, we pride ourselves on designing and developing beauty collections that break the mould and bring something new, bold and exciting to the beauty space. We feel RuPaul Beauty has very much delivered on this brand creation approach.”
Superdrug currently has a sale on the makeup.
The news follows an announcement by former Drag Race UK contestant Baga Chipz, who came third in the first season, said she wanted to buy a property in the Cotswolds. “I’m currently looking, and I’ll probably own somewhere within a year or two,” she said.