Sephora Just Added a New Latina-Owned Beauty Brand to Its Lineup
Credit: Dezi Skin
Influencer & entrepreneur Desi Perkins is coming to Sephora.
After four years since self-funding and launching her direct-to-consumer brand Dezi Skin, Perkins is expanding her reach by featuring five of her bestselling skincare products on Sephora’s website. They will be available on August 5th.
Perkins now joins a small but mighty selection of Latine-owned beauty brands at Sephora. Others include Selena Gomez’s Rare Beauty, Babba Rivera’s Ceremonia, Carina Chaz’s DedCool and Rea Ann Silva’s BeautyBlender to name a few.
Perkins pays homage to her Mexican-American heritage with her products through Spanglish names like the Claro Que C vitamin C serum and the Agua Fresca Thirst Quenching Moisturizer as well through the product ingredients, which are made with fruits sustainably sourced in Mexico including plum, dragon fruit, acai, tamarind, mango, soursop, guava, and avocado.
Perkins has come a long way from her early career days as a content creator filming Youtube makeup tutorials in the early 2010s. Perkins has garnered over 7 million followers across her social media accounts and today, much of her content is focused on fashion, lifestyle, her family and her businesses.
On the set of her recently renovated headquarters, Perkins shot her first promotional video for her Sephora launch. “I’m getting all emotional,” she said in the video announcement, holding back tears. “I just got emotional because I’m with my family, and my husband, and we have our studio. It’s a big deal.”
Fans and celebrities alike poured into Perkins’ announcement post with support.
“Stop, I’m literally crying. DESI CONGRATS MAMASSS!!” Becky G wrote.
“CONGRATS DEZI!!!! So deserved,” Kathleen Lights added.
“Ahhhh I’m so happy for youuuu,” Adrienne Bailon said.
Even with the continued success of her Dezi brands, which includes Dezi Eyewear – which has been spotted on celebrities including Beyonce l and has starred in collaborations with Benefit Cosmetics and Monet McMichael – Perkins took to Instagram to remind her community how important it is to show up and support Dezi Skin once it’s at Sephora.
As part of her launch strategy, Perkins created a “Chisme Room” broadcast channel on her Instagram where she asked her followers to start reviewing reviews on their favorite Dezi Skin products.
“It’s so important to support and show up for the brands you want to see more of in Sephora and at any retailer,” Perkins said in a video she posted in the channel. “That’s why it means so much to me, the comments have been making me cry all day.”