OFRA Cosmetics, the US-based make-up brand, has revealed a brand new look with a logo, packaging and website revamp, focusing on its collaborations with beauty influencers in a bid to reach a wider audience.
Initially targeting beauty professionals, OFRA's highlighters and liquid lipsticks discovered a new audience through its partnerships with influencers NikkieTutorials and KathleenLights.
Now, the brand is hoping to create a more versatile and progressive image, while maintaining the high quality formulas it is known for, according to founder and President Ofra Gaito.
She said: "We outgrew our image and needed to change the vision of our business.
"As a team we felt that we needed to appeal to our emerging target audience.”
The brand unveiled its new look at a launch event in Miami today, which was attended by more than 20 beauty influencers including NikkieTutorials and Desi Perkins and saw the debut of a new make-up collection, showing off new sleek, minimalistic packaging.
Inspired by South Florida, the products include Star Island Highlighter (US$35) and Long Lasting Liquid Lipsticks ($20 each) in four shades: Bal Harbour, a mauve nude brown; Brickell, a true red; Las Olas, an amber nude brown; and Sanibel, a rose nude.
Gaito added: “This exciting change in our business will put us ahead of the game, ensuring that our brand is not generic and represents the unique OFRA image, mood and style."
All OFRA Cosmetics' products are made in-house and are 100% vegan and cruelty-free.
The products are available from the brand's website and ulta.com, as well as more than 450 Ulta stores throughout the US.