RITUEL DE FILLE - CONTEXT

The brand I have chosen to partner my collection with is Rituel De Fille. The brand is run by three sisters who set up the make-up company as they were inspired by the magical side of natural ingredients. As each sister is a gifted make-up artist they each bring their own distinctive taste of colours and imagery. The brand has a running theme of having a sense or ritualism and appears to be a makeup cult where smart spenders and conscious consumers head. The brand expresses and interest in the ceremonial power of pigment which further solidifies the witchy inspiration and mystical influence of all their products. All the colours are formulated in house which guaranteed a level of quality control incomparable to most make-up brands. Their witchy ‘spellbinding natural colour’ offers a grungy ethereal, animal cruelty free range for everyone and is a firm favourite amongst bloggers, described as ‘the witchy makeup line of my dreams’ by blog Byrdie, 2017.

The consumer is women aged 20-30s (early Generation Z- Millenials) with an interest in high quality makeup at a low cost in comparison to bigger brands. Rituel De Fille appeals to them as the authenticity of the brand shines through where other brands lack. The brand is very popular amongst makeup artists as the owners are professionals in the industry. One of the owners, Michelle said in 2016 ‘there’s a green movement happening in the professional industry and makeup artists were excited to see an edgy, natural brand with fashion forward colours’ of the brand.

Rituel de fille (name means ritual of the girl – creates image of a sacrificial magical girl) is a natural makeup brand that celebrates colour and prides itself on their unique sheer formulas built from the ground up with an essence of potion. Their focus is to produce a range of high quality makeup baring pure ingredients in mind but not at the for front of their creations. Quoting the essence of the brand from their website they mark ‘the magical side of natural ingredients, and the ritualstic, ceremonial power of pigment.’ Their product names – ‘devils claw, serpent de mer, love spell’ reinforce their idea of a mystical esoteric essence. They don’t stick to the status quo of only producing neutral colour choices just because they’re a natural brand, they break the stereotype and keep producing bold exciting colours.

The brand currently doesn’t offer any scents other than the added lavender in some products or the scents of the natural products used so there are possibilities to add more and improved fragrance to products. There could also be an option to produce a line of fragrance that reflects the essence of the brand in a new and exciting way that branches them out to fragrance as makeup lovers tend to divulge in fragrance also.