With global sales climbing more than 52 percent in 2017 and on the heels of a breakthrough 2018 summer campaign, which captured mainstream media headlines across the U.S., it was with little surprise that Australian prodigy INIKA Organic became a hot spot during New York Fashion Week.
Invited to create effortless beauty looks for the shows of prestigious, eco-friendly designers Tadashi Shoji and House Of Nonie, INIKA Organic made a resounding first impression in both real-time and with digital onlookers.
An idealistic brand (INIKA is certified vegan, cruelty free, and organic) that doesn’t compromise the least on performance, the brand proved that today’s more progressive millennial values can still carry contemporary culture’s most iconic runway looks.
INIKA’s impeccable looks weren’t just apparent in front of the cameras, but in fact they were embraced by an elite circle of the fashion pyramid’s top tastemakers surrounding the shows, including fashion icons Thania Peck and Natalie Off Duty to television and YouTube stars Ruslana Gee and Hofit Golan.
At various times, each of these "It" girls swung backstage to meet the INIKA team and try out the coveted looks being touted as New York Fashion Week’s new beauty paradigm.
Their endorsements reverberated far past the runway and it was startling to see just how fast INIKA Organic became the mainstream NYFW trend for models hustling around town and trend-conscious consumers alike.
Much of the commotion seemed to surround their signature vegan lipstick in the pink poppy shade. The lipstick exudes a vibrant radiance while maintaining a sophisticated grace, seeming to hit that perfect sweet-spot between sexy and dignified.
With INIKA Organic seeming to build on its prominent summer trend through Fall, look for a palpable shift to occur in U.S. cosmetic market. Given the undeniable performance of organic cosmetics, once millennial women by and large realize their double ideals of environmental sensitivity and luxury performance are no longer mutually exclusive, traditional cosmetics will no longer hold the same relevance.