Kimora Lee Simmons started her career as a model before she became a wife, mother of four, reality TV star, and fashion designer. Now, she and daughters Ming Simmons and Aoki Simmons, who she shares with hip-hop mogul Russell Simmons, have developed their own beauty line under the Baby Phat brand.
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An outgrowth of Russell’s Phat Farm clothing line, Baby Phat first launched in 1999. At that time, the line was full of hood-chic and sexy clothing that gave the streetwear trends a feminine appeal. After several dormant years once she sold it, Kimora repurchased it and brought the brand back last year.
Now, following in the footsteps of recently launched beauty and skincare lines by Rihanna‘s Fenty Beauty and Kylie Jenner Skin, Kimora is relaunching her brand into a new arena, with the help of 21-year-old Ming Lee and 18-year-old Aoki Lee.
“This is the retro brand that’s reborn looking through the eyes of young people like Ming and Aoki,” Kimora, 45, told People. “My girls have been working with me and going to school – and that’s tough. It can be tough, but it’s exciting that we’re pushing that needle forward.”
The brand initially offers the Shimmer Dreams set ($45) in Opulence, Ethereal and Divine. Each set includes a lluminating Body Spray, Hydrating Body Lotion, and Plumping Lip Gloss. Opulence is floral with notes of bergamot and caramel, Ethereal’s primary scent is pear and amber, and Divine’s has major notes of jasmine and vanilla.
“When I launched Baby Phat in 1999, I had to fight for a seat at the table in both the high-fashion and streetwear worlds,” Kimora said in a statement.
“I did that by staying true to myself and bringing up an entire generation who embraced diversity, body positivity, and body confidence all while being unapologetically glam and sexy. Buying back the brand has given me the opportunity to tell that story all over again to a new generation — a generation I raised. Launching into beauty, feels like the most relevant way to tell that story in today’s landscape.”
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Kimora says that her brand will also be one that makes a difference. Some proceeds from the sale of the Shimmer Dreams set will benefit Fairfight, the voting rights organization founded by Stacey Abrams.
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