Model and business mogul Kimora Lee Simmons has not been twiddling her thumbs during quarantine. The A-lister just announced she’s been working on a new beauty brand—BabyPhatBeauty—with her daughters Ming Lee Simmons and Aoki Lee Simmons, which marks the newest addition to the Baby Phat empire.

Debuting today, the direct-to-consumer brand was created “for the Baby Phat woman who is smart, savvy and unafraid to stand out and express herself” and promises to help fill the gap for consumers looking for representation in the black-owned, black-represented beauty space. “When I launched Baby Phat in 1999, I had to fight for a seat at the table in both the high fashion and streetwear worlds. I did that by staying true to myself and bringing up an entire generation who embraced diversity, body-positivity and body-confidence, all while being unapologetically glam and sexy. Buying back the brand has given me the opportunity to tell that story all over again to a new generation—a generation I raised. Launching into beauty feels like the most relevant way to tell that story in today’s landscape,” Kimora said in a press release.

Kimora not only collaborated with her daughters, but also the beauty and wellness incubator, HatchBeauty Brands, which helped them bring their vision to life. “Brands represent more than just products in today’s world, and it’s important for us to continue to be part of cultural and beauty conversations as we forge a new path for girls who look like us,” Aoki said.

Today, the brand is introducing its Shimmer Dreams three-piece kits ($45), which each feature a high-shine lip gloss, hand lotion and iridescent high-shimmer body spray in different fragrances—Opulence, Divine and Ethereal—to match the multigenerational designers’ personalities. A portion of proceeds from sales will be donated to Fair Fight, an election reform and voter education organization founded by Stacey Abrams.

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