The word Biden over Joe Biden's face

Biden Beauty

Someone started a brand called ‘Biden Beauty’—and the internet is perplexed

Beat your face with a Biden Beauty blue sponge that corrects the color orange.

Sep 30, 2020, 8:53 pm

Internet Culture

Mikael Thalen 

Mikael Thalen

A new company known as “Biden Beauty” is selling everything from makeup sponges to tote bags in an effort to send the former vice president back to the White House.

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No one appears to know who exactly is behind the mysterious brand, but its aim is apparent on its recently launched website.

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“Meet BIDEN Beauty – the most influential influencer beauty brand of the year,” the company’s website says. “We’re merging beauty and politics in order to bring forward a message of agency, diversity, and inclusivity within the beauty communities – and beyond.”

Biden Beauty
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Biden Beauty states that it intends to donate 100% of its profits to the Democratic National Committee (DNC), as well as Biden’s presidential campaign.

One of its products, the BIDEN Beat Makeup Sponge, is selling for a little over $20, and it reportedly aims to correct orange.

In a statement to Fashionista, an anonymous spokesperson argued that beauty has always been political.

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“It’s no secret that the beauty community is the most powerful and influential in our modern day,” the spokesperson said. “Being a ‘beauty insider,’ my team and I wanted to amplify our community for the better good.”

Biden Beauty
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The unexpected company launch led to mixed reviews online, with some applauding the effort while others appeared largely confused.

At least one popular beauty journalist shared the news in a positive light.

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Another writer, however, seemed perplexed at the mashup of politics and beauty products.

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Even though the brand was not launched by Biden himself, some users attacked the brand as an empty and meaningless gesture.

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“Honestly creating a ‘Biden Beauty’ brand strategy to sell $20 blue sponges and absolutely zero other beauty products is an extremely mentally advanced campaign fundraising grift on the same level as those Jeb Bush guacamole bowls,” @Kelibacy said.

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https://twitter.com/TheMarieFonseca/status/1311401833835962368?s=20
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Some appeared to have little or no opinion all on the Biden Beauty phenomenon.

“And on this day in the presidential campaign race, I learned that there’s an anonymous group of ‘beauty industry insiders’ selling fashion items under the moniker ‘Biden Beauty,'” @ElizLanders said.

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As you’d expect, many used the opportunity to mock the unique venture.

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Biden Beauty says it plans to introduce new products in the near future and may also reveal the individuals behind the brand.

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Whether Biden Beauty’s makeup sponges will convince any undecided voters to choose the former vice president over President Donald Trump remains to be seen.


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*First Published: Sep 30, 2020, 8:53 pm