Lana Del Rey’s Makeup Artist Etienne Ortega Unveils Beauty Brand

When creating a brand new model, magnificence founders usually search out skilled advisers they will name for recommendation. For superstar make-up artist Etienne Ortega, that features Kris Jenner.

“If we don’t have a solution for one thing, it’s a straightforward telephone name, like, ‘Hey, Kris, what ought to I do about this?’” stated Ortega in an interview with The Enterprise of Magnificence forward of the reveal of his namesake magnificence model on Mar. 27. He first met Jenner 10 years in the past by her daughter Kim Kardashian, who employed him for her personal glam periods after discovering him on Instagram. “I’m very fortunate to have these sorts of mentors in my life.”

Ortega counts Jenner amongst his quite a few superstar purchasers, together with Christina Aguilera, Mariah Carey and Lana Del Rey, who’ve raised his profile over the course of a 17-year magnificence profession. This week, he’s capitalising on his success as an A-list make-up artist along with his new model, Ortega, debuting solely on its e-commerce website. The label joins a rising record of make-up manufacturers based by the superstar artists similar to Mario Dedivanovic’s Make-up by Mario, Fara Homidi’s Fara Homidi Magnificence and Katie Jane Hughes’ KJH.Model.

Starting from $16 to $22, costs are supposed to be on the decrease finish of status make-up to cowl the price of components, which embody agave sourced from his birthplace of Jalisco, Mexico.

“It’s nonetheless underneath the high-end costs, but in addition not a $3 lip liner. … I strongly imagine within the formulation and the payoff,” stated Ortega.

The model’s launch lineup features a Blu Nectar Lip Oil, Smooth-Contour Lip Liner, Agave Glow Coloration Stick, Liquid Icon Hyper Gloss and Striptease Make-up Remover wipes. Merchandise have already been making appearances on Ortega’s superstar purchasers lengthy earlier than the model was made accessible to the general public.

Amongst these is the Cinnamon Lady lip liner shade, which Ortega named after a Del Rey music and has been used steadily for the singer’s signature seems to be. Since he started working with Del Rey for a 2019 Rolling Stone cowl, he’s turn into particularly often known as the inventive thoughts behind her classic glamour make-up seems to be.

“[My clients have] been tremendous useful and supportive of me — of what I’m doing. Particularly somebody like Kris — her daughters have their very own manufacturers,” he stated. He consulted with Jenner on enterprise methods similar to whether or not to deliver on a co-founder.

He enlisted Miami-based investor Eric Kaufman, who invested half the funds wanted to begin the model and serves as the road’s chief government; Ortega might be targeted on product growth because the model’s inventive director.

Ortega is readying the model for its subsequent launch; he’s planning to debut tinted balms this 12 months, and is hoping the success of the model will lead him to a nationwide retailer like Goal.

“In 5 years, I hope that we’re in shops worldwide. I’d love to focus on Latin America. I’d like to have one in all my ladies be the face of the model,” he stated.