Influencer Olivia Jade Giannulli (known as Olivia Jade) has launched her own beauty brand, o.piccola, following more than five years of researching and testing.
The brand launches with a single sku – The Bronze & Glow Balm – a two-in-one dual-ended complexion stick landing in three shades (Light, Medium and Dark).
Formulated in South Korea, Jade set out to create a skin-loving formula with a skin-like finish, which she claims is designed to enhance natural beauty.
The product is a reflection of Jade’s own attitudes towards beauty, with the founder stating on the brand’s website: “I always knew I wanted to create a line that reflected what I personally love to wear – products that enhance rather than mask, and that I felt were missing from the market.
“As my style evolved toward a cleaner, more natural approach to beauty (make-up that looks like you, but better) I focused on creating formulas that were skin-like, versatile and skin-loving.”
Jade, the daughter of fashion designer Mossimo Giannulli and Full House and 90210 actress Lori Loughlin, first rose to fame during high school, building a following on her YouTube channel.
O.piccola’s first product, which launches on 13 May at 2pm PST for US$44, has been met with mixed reviews online.
Industry reactions
Comments under beauty industry account Trend Mood’s (@trendmood1) announcement post on Instagram about the brand highlighted consumer feelings towards the brand.
User Olivia McF (@o_mcf1) wrote: “These are the same three boring hi-lighter shades we’ve been getting since before 2016.
“It is not new, It is not innovative, It is not interesting.
“It is the same boring ass stuff we see in every brand and it is not worth your money! Stop buying so much shit!
“You do not need it. Tired of all this fr.”
User Abbey (@a.h.flowers) added: “Celebrities do not need another make-up brand or skin care brand or alcohol brand.
“Make something innovative and actually useful.
“Hate these money grabs.”
Sviews (@sohairaview) wrote: “They seem interesting, but I feel these balms have been done so many times.
“If these are good, why not try it?”
Lead image: AdobeStock