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Balmain teases first images of new beauty line after teaming up with Estée Lauder

Balmain teases first images of new beauty line after teaming up with Estée Lauder
Luxury French fashion house Balmain has revealed a set of images to tease its upcoming beauty line.

“Projet Confidentiel,” is a campaign introducing a luxury fragrance to launch in September 2024.

The images were released ahead of Balmain’s Paris Fashion Week show and feature a matte black, unlabeled fragrance bottle.

“When I started Balmain, I was dreaming about the Balmain beauty since the beginning,” Balmain creative director Olivier Rousteing shared on his personal Instagram alongside the images.

“The first reason was the incredible past and history of the beautiful and really modern fragrances Mr Pierre Balmain created at the time. The second reason, as you know me, is my love for Beauty in my everyday life.”

The designer and creative director revealed the new release has been two years in the making.

“I work with the most incredible team to achieve the dreams. Not only our dreams but the dream of Mr Pierre Balmain to bring his beauty legacy to life.”

Rousteing shared his desire to ensure the fragrance transcended trends.

“What is the most exciting part in the beauty world is to not answer to any trends but to make any product timeless. It’s the hardest to achieve, years of work , but I feel so proud today to finally share the first project called confidentiel where we just let the fragrance talk.”

The brand, founded in 1945 by Pierre Balmain and now helmed by Rousteing, signed a new deal in 2022 to create its own beauty line, through a new license with Estée Lauder Companies.

At the time an announcement shared a collection of ‘innovative and diverse’ beauty products were expected to land in the northern hemisphere’s fall of 2024.

Specific details are still yet to be announced, but that statement announcing the pairing said its goal would be to “transform the luxury and couture beauty world through exceptional design, singular craftsmanship, and an unyielding commitment to innovation.”

Rousteing (right) appears in one of the just-released teaser images.

Rousteing has been at the helm of Balmain since 2011, pushing forward a varied exploration of the brand’s original dedication to its ‘new French style’, an audacious, fresh, and feminine take on fashion, maintaining a prolific atelier in Paris. The line is a celebrity favourite and regularly engages in collaborations with other brands, including H&M, Evian water and Puma.

According to WWD, Rousteing is undertaking immersive training at a famous Paris perfumery school in preparation to develop new fragrances and is planning a cosmetics line that will offer “protection and nourishment, as much as color and glamour.”

The designer said in a statement he wishes to reflect his approach to fashion in the creation of the new products.

“For over ten years, my Balmain team and I have been pushing the boundaries of what is possible in fashion,” says Rousteing.

“We’ve been determined to reflect the way that today’s diverse generation wishes to live and dress. So, obviously, there was no way that we were going to expand into beauty without ensuring that we had found the partner who understood and shared our outlook. From the very beginning, the team at The Estée Lauder Companies made it very clear that they support Balmain’s distinctive vision, as well as our goal of disrupting the global luxury beauty paradigm.

“Knowing that — and knowing that Estée Lauder is the paragon of excellence — well, I can’t wait to start working with them.”

Balmain already sells haircare products and hair accessories under the line Balmain Paris Hair Couture, run separately from the new deal.

Balmain will add another luxury name to The Estée Lauder Companies stable, that already includes Tom Ford Beauty alongside it’s other beauty brands including Jo Malone London, MAC, Estée Lauder and La Mer.


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