Now, it seems the 16-time Grammy Award winner is set to capitalise on her famous love of bold beauty, and perhaps more, with her own brand.
A long-time fan of makeup, throughout her career the 35-year-old has worn a signature look that includes a retro-inspired, exaggerated liquid eyeliner, complete with feline ‘cat-eye’ flicks.
A sultry, smokey eye is often what she pairs with the slinky black gowns she tends to wear on stage during her current run of Las Vegas performances.
After four studio albums, a period of touring and the Las Vegas “Weekends With Adele” residency that has been extended to run until June 2024, it seems the star is planning for life after performing with the new brand.
Adele has reported recently set up a new company, applying for a trademark in the name of The Shelbourne Collective, according to The Mirror. It would allow her to make her own beauty products, which could include eyeshadows and eyeliner similar to the ones her make-up artist uses to create her famous look.
She would also be able to sell body care products, including creams and lotions, as well as lipsticks and lip balms, along with perfume, jewellery, watches and even underwear. The nature of business for her new company, set up this month, is “specialised design activities”.
The singer, who has sold over 120 million records worldwide, would be following in the footsteps of a number of celebrities that have made a fortune from establishing their own beauty brands. Forbes reports Rihanna’s popular Fenty Beauty line is valued $2.8 billion, with the singer – CEO of the brand – owning 50 percent of the company’s value.
According to The Mirror, last month, Radio 2 DJ Scott Mills claimed Adele gives her make-up artist a key to her home, so they can quietly let themselves in to paint her face while she sleeps.
While we won’t have access to the application skills of the artist, we hope she’s taking some tips from the longevity of the products they no doubt use to create her look!
Kiwi-born makeup artist Michael Ashton has worked with Adele over the years and has previously shared some tips about how to achieve her signature look.
He revealed a number of eyeliners are used to get the intensity required for her favoured winged liner look.
“Product cocktailing is key to achieving the intensity and opaqueness of the eyeliner”, he explains.
“Start by outlining the shape of the liner, working from the inner to outer corner of the eye with a black gel liner. Then work the product right into the root of the lashes and then build thickness gradually. Once finished creating the desired shape, use a waterproof liquid liner with a precision tip to intensify and refine the line, finishing by winging the end of the liner last.”