Cardi B is a Fan of a Beauty Brand Likely to Become the Next Unicorn
By now we all know that Cardi B is no stranger to bold makeup choices, whether it’s a monochrome look, a ‘90s throwback or a popping a bright red lip. She isn’t afraid to experiment with a completely new style, making her the focus of makeup enthusiasts everywhere . Luckily, her makeup artist Erika La Pearl has been spilling some of Cardi’s secrets, including the very special eyeshadow palette used to create one of the rapper’s most recent enviable looks.
In a recent makeup tutorial video for ET, La Pearl explains the various techniques she uses on Cardi B (spoiler alert: one includes scotch tape!) and gives us a little insight into the kinds of products used to create those viral sensations. This particular tutorial focuses on Cardi’s eye makeup from a recent photoshoot. Having been inspired by the celebrity's colorful pastel wig, La Pearl designed a sweet and fun-loving look that’s perfect for the summer.
The makeup artist used the Morphe x James Charles Artistry Palette to painstakingly create this intricate, vibrant rainbow motif across Cardi’s eyelids. This beautiful, color-filled palette is just what every artistic makeup devotee needs in their kit. La Pearl focused on soft pinks and yellows, blending each shade into the next for a romantic and stunning aesthetic. This particular palette from Morphe has such a wide range of shades to create a variety of multi-coloured eyeshadow patterns inspired by Cardi B’s look.
Speaking of Morphe, WWD predicts the brand is on the path towards earning a billion dollar valuation, making it likely the next beauty brand to become a Unicorn company. Having already made $350 million in sales during 2018, a Morphe spokesperson confirmed to WWD that the the company is hoping to raise additional capital in the coming year. In recent months, three other popular beauty brands have reached Unicorn status: Kylie Cosmetics, Glossier, and Pat McGrath.
Thanks to its connections with social media influencers like James Charles and Jeffree Star, Morphe’s popularity has exploded, growing its internet following and expanding its number of physical stores at an exponential rate. Like Kylie Cosmetics and Pat McGrath, Morphe’s commitment to creating a strong online presence has contributed to its meteoric rise. WWD reports that Morphe began creating connections with influencers early on, before people like Jaclyn Hill had amassed their massive followings. The use of affiliate links gave these up-and-coming social media stars an income while earning their fans discounts on products, resulting in a loyal fanbase and a lot of revenue. As long as beauty mavens and mainstream icons like Cardi B keep using Morphe products, the brand is only going to get bigger, expanding not just their profits, but also their product lines, shade ranges, and influence in the industry.