Cheltenham beauty brand announces new collaboration with drag superstar RuPaul

Fans of RuPaul's Drag Race can get their hands on a brand-new range of beauty products created with the global superstar, as Cheltenham-based SLG Brands releases its latest collaboration.

By Chloe Gorman  |  Published
Cheltenham-based beauty innovator SLG Brands has teamed up with global superstar RuPaul for its newest collection.

SGGBA-winning Gloucestershire business, SLG Brands, has released the UK's first RuPaul cosmetics and fragrance range. 

It announced its exciting new collaboration with the global drag superstar this October 2022, after working closely with RuPaul to create a range of 'high-impact colour cosmetics' and 'the ultimate androgynous fragrance' from its headquarters in Cheltenham's Brewery Quarter

RuPaul is famous the world over, largely for the hugely popular television show RuPaul's Drag Race - and has also won enthusiastic praise for activism; bringing the LGBTQ+ community into the mainstream; and encouraging people to express their true selves. 

SLG says the RuPaul collection uses 'future-thinking formulations, formats and finishes', with the aim of providing beauty fans with the tools to indulge their creative flair and experiment with colour. 

The beauty brand innovator is responsible for developing and launching a plethora of exciting new global beauty brands, including eco-friendly haircare range Rhyme & Reason and plant-based skincare brand Amie, which featured in the SGGBA goody bags this year

SLG joint managing director, Lucy Beresford, said: 'Everyone at SLG Brands is incredibly proud of our new RuPaul cosmetic and fragrance collection which has been 18 months in the making. We have worked closely with RuPaul in bringing this extraordinary new brand to life and it has been a joy to do so.

'At SLG, we pride ourselves on designing and developing beauty collections that break the mould and bring something new, bold and exciting to the beauty space. We feel RuPaul Beauty has very much delivered on this brand creation approach.'

SLG's RuPaul collection is available exclusively from Superdrug, both in stores and online. 

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