What's Happening?
Bryan Huynh, co-creative director for musician Grimes, has launched a new beauty brand named Hyrular Beauty. The brand, co-founded with David José and Mollie Gloss, is inspired by sci-fi, gaming, and avant-garde fashion. Its first product, Nebubalm lip color, is available exclusively through the brand's direct-to-consumer site. Huynh's work with Grimes, including her album cover and advertisements, has influenced the brand's aesthetic. The co-founders began developing the brand during the pandemic, aiming to fill a gap in the beauty industry. Hyrular is largely bootstrapped, with funding from friends and family.
Why It's Important?
The launch of Hyrular Beauty represents a fusion of pop culture, gaming, and beauty, potentially appealing to a niche market interested in sci-fi and avant-garde aesthetics. This move could influence beauty industry trends, encouraging more brands to explore unconventional themes and direct-to-consumer models. The involvement of celebrity makeup artist Mollie Gloss adds credibility and expertise, potentially attracting a wider audience. The brand's rejection of AI-generated imagery highlights a commitment to authenticity, which may resonate with consumers wary of AI's growing presence in creative fields.
What's Next?
Hyrular Beauty plans to expand into a full-fledged beauty brand, including skincare and fragrance products. The team aims to explore collaborations with gaming companies and work with streamers and unconventional influencers. This expansion could further integrate gaming culture into the beauty industry, creating new opportunities for cross-industry partnerships. The brand's future campaigns may continue to emphasize digital and computer-generated imagery, maintaining its unique aesthetic while avoiding AI-generated content.
Beyond the Headlines
The launch of Hyrular Beauty raises questions about the role of AI in creative industries. Huynh's stance against AI suggests a broader debate about the authenticity and value of human creativity versus machine-generated content. This could influence other brands and creators to reconsider their use of AI, potentially impacting industry standards and consumer expectations.
