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“It was about creating a world that strikes everyone's imagination, that inspires and provokes and stimulates,” Frida Rabold tells LN-CC when asked what the catalyst was that brought Beauty Supply into being. Disruptive, inclusive and with radical self-expression at its centre, the Switzerland-based, Italy and France-devised beauty brand encourages us to forget our beauty industry preconceptions as it reimagines a new, inclusive world. Ignoring the tired tropes and binaries of yesterday’s world, Beauty Supply is responding to tomorrow's world in real-time. “I wanted to show the artificiality of today’s beauty products as well as the industry's soul or lack of it, while challenging the status quo.”
Dispelling myths perpetuated by glossy advertising that any product can make you feel more beautiful or attractive, Beauty Supply's message is that true beauty is a state of mind. “Beauty comes from within and not in a bottle,” Frida adds, “however, perfume is an amazing tool to experiment with as it holds the power to heighten pleasure or enhance well-being.” Beauty Supply’s invitation to experiment begins with three unisex fragrances. Designed to be worn and loved by all – whatever your age, gender identity, sexuality, or story, this trio blurs lines and breaks conventions, with radical self-expression their collective goal.
Devised in perfume laboratories in Italy and France with the finest ingredients and 17.5% pure perfume essence, the triptych of fragrances adapt to their wearers for a deeply personal experience Their clear, softly-curved glass bottles are minimal, with branding pared back as a reminder that it’s what’s on the inside that counts. First is Soft – the anti-perfume. Sensual, primal and crafted to reveal the body’s natural scent rather than mask it, Soft evokes the smell of a lover’s skin. Ancient oils revered for their aphrodisiac properties come together with the highest grade vanilla and sandalwood, creating a unity inspired by intimacy and sexuality.
Next, Self-Care takes cues from the holistic practice of aromatherapy to stimulate the spirit. Infused with essential oils – like yellow mandarine and fresh ginger – to naturally vitalise the senses. This energising fragrance is intended to enhance wellbeing,refreshing both mind and body and encouraging a daily ritual that centres the wearer.
Made for play, Extra completes the trilogy. A cocktail of dry musk, sour berries, and caramel, Extra is an empowering, liberating scent for those nights that can lead you anywhere. Playful and sexy, it’s the embodiment of shedding your inhibitions under flashing lights, and the euphoric, communal energy of a dancefloor.
“I was very lucky to be part of a team of amazingly talented people who never for a day worked within the beauty industry,” Frida explains. Instead, the team of five that brought Beauty Supply to life come from fashion, design and computer programming backgrounds. This outsider experience has enabled them to cultivate a more representative brand. Turning perfume ads into high art while celebrating the brand’s DNA, Beauty Supply’s futuristic, 3D visuals push the possibilities of the body to limitless new places, from heart-shaped breasts to subdermal tattoos. These playfully provocative visuals couldn't be further to the hegemonic beauty ads that we're all accustomed to seeing. Forget what you think you know about beauty brands. Forget the redundant gender clichés and images of aspirational, two-dimensional glamour used to sell them. It’s time for a different vision. It’s time for Beauty Supply.