It’s been a family affair at Baby Phat, the lifestyle label established by matriarch Kimora Lee Simmons in 1999. Her daughters Ming and Aoki Lee grew up with a behind-the-scenes look at the brand, often featuring in campaigns. Now — at 20 and 18 years old, respectively — the young women are joining Simmons as the brains and faces of Baby Phat Beauty, a partnership with HatchBeauty Brands.
Twenty years after founding Baby Phat, Simmons has relaunched the label. Of late she’s had fashion collaborations with Foot Locker and Forever 21, but now is turning her attention to beauty. She’s no stranger to the category, though; Simmons had previous beauty releases, and she’s also in retail, as the owner of Korean spa Pellequr in Beverly Hills. However, the new endeavor merges her existing fanbase with that of a new generation, Generation Z, represented by her daughters, she said.
Of HatchBeauty Brands, she added: “I wanted a partner that was committed to the idea of democratizing trends and evolving with the consumer and be just as committed to the brand as I am.” HatchBeauty Brands, which was founded in Los Angeles in 2009, joins forces with known personalities across industries to bring new beauty brands to market.
“Divine is mine, obviously,” said Simmons with a laugh. “Opulence is Ming, and ethereal is Aoki, because she’s a free spirit.”
OfficialKimora BabyPhat KimoraLee and her daughters look so beautiful. I was always a fan of the brand. BabyPhatisBack babyphat
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