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Celfie Cosmetics: A beauty brand celebrating selfie culture

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A Brooklyn-based entrepreneur created a cosmetics line for the fast-forwarding thinking woman. Celfie Cosmetics is a family-run business headed by its Jamaican-American CEO and founder, Nicole Harding. She said in today’s selfie-driven culture, she yearned for a beauty line that invested in celebrating self-love, and celebrated women who personify success.

“I wanted to create a beauty hub for women who have influence within their respected industries, and it’s also a beauty brand that empowers people to love the self they are in,” she said.

The name of the brand is inspired by the growth of the self portrait, known as the ‘selfie.’ Harding said she wanted to create makeup products that people would associate with the act.

“We live in a selfie world and I wanted people to love a beauty product just like they love taking a selfie,” she said.

And because of that, Celfie Cosmetics has continued to grow as a popular name as many popular celebrities, such as reality-television stars, Renee Graziano of “Mob Wives,” Yandy Smith of “Love and Hip Hop New York,” and Claudia Jordan of “Real Housewives of Atlanta.”

Many of these notable women have also inspired some special collections.

And a plus is that they are all great friends of Harding and supporting her venture.

“All of the celebrities and influencers signed to Celfie Cosmetics are people I know in my personal network and they all were willing to work with Celfie Cosmetics and they love it,” said Harding.

The brand carries a variety of beauty products that makeup enthusiasts and everyday women love, including foundation, eyeshadow palettes, contour kits, lipsticks and lip glosses, and eyelash sets.

Since launching the line in 2015, Harding said new products are continually added. She is in the process of introducing applicator tools and lip scrubs.

A makeup aficionado herself, Harding said she enjoys seeing the power of makeup and the burst of satisfaction she feels while experimenting with it.

“I love how makeup makes me feel, and it’s fun to see the enhancements and transformations when using makeup,” she said.

Harding wants her line to not only be a statement for the current beauty trends, she hopes to grow internationally and make the brand into a staple product like other big brands.

“My mission is to become one of the largest beauty brands that caters to women and makeup lovers globally and to get acquired for hundreds of millions of dollars and make Celfie Cosmetics a household name,” she said.

Reach reporter Alexandra Simon at (718) 260–8310 or e-mail her at asimon@cnglocal.com. Follow her on Twitter @AS1mon.
Updated 5:41 pm, December 20, 2018
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