CK One Launching Color Cosmetics Line

Photo courtesy of WWD
Eliza Cummings and Abbey Lee Kershaw.

After 18 years in business, CK One is ready to graduate to the next level: makeup.

The edgy Calvin Klein offshoot is partnering up with Coty Prestige to launch a 130-unit color cosmetics line, which is slated to hit Ulta counters exclusively in April, Women's Wear Daily reports.

With prices starting an affordable $13, the "unisex" range will be accompanied by a David Sims-lensed campaign starring Lara Stone, Ruby Aldridge, Abbey Lee Kershaw, Herieth Paul, and a gaggle of other male and female lookers.

"We felt we could fill a white space of opportunity in the market: affordable designer cosmetics,” Thomas Burkhardt, vice president of marketing for Calvin Klein Fragrances, tells WWD. “And we believe the price positioning will also make us alluring to retailers.

Photo courtesy of WWD
Herieth Paul and Ruby Aldridge.

"Every other cosmetics brand seems to be about transforming an individual. CK One color offers a simplified approach to beauty that embraces individualism and defies stereotypes. With boundary-pushing edginess and individuality in its DNA, the CK One color vision of beauty begins with revealing your authentic, real beauty and never hiding it. CK One color is not about transformation or dramatization. It’s about looking real, defining yourself and adding intensity.”

To that end, products will include a Look Real range of concealers and foundations; Add Intensity's assortment of colorful shadows, lipsticks, and glosses; a Define Yourself collection of sculpting tools like blush, bronzer, and mascara; and multitasking products like serum/primer/base hybrid 3-in-1 Face Makeup.

The simple matte black and white packaging should help the range appeal to the menfolk. But don't worry, boys. Your secret is safe with us.