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Total knockout! Cindy Crawford and a slew of other powerful women are sharing pictures of themselves via social media tagged #KOBeauty. Why, you ask? Because they’re supporting Sonia Kashuk‘s new campaign, which is all about being a natural beauty (and a boss).
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“Women are inundated with unattainable beauty standards and disempowering jargon, inexplicably paired with the current trend of masking or changing your true beauty,” Kashuk exclusively tells Us Weekly. “My stance as a makeup artist is that makeup should enhance your natural beauty — I have never wavered from this. As a mother, I have witnessed firsthand how this messaging affects my daughter as well as the negative influences she faces daily.”
That’s how she came up with her Knock Out Beauty line, which features fierce, boxer-inspired illustrations from artist Dana Louise Kirkpatrick on a 16-piece range. The collection boasts makeup including a bronzer imprinted with boxing gloves, beauty bags and more (photo below). It launches at Target on Sunday, March 6.
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“When I met Dana, I identified with the inherent strength in her work and it really all came together,” Kashuk shared. “This collaboration is rooted firmly in the essential message of confidence, self-love, inner beauty and strength, reminding women to bravely overcome negative influences around them — conquering their every dream with fierce, unapologetic moxie. Women matter and they need to own who they are — they are all knockout beauties!”
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Unsurprisingly, with such a strong message, plenty of celebs wanted to get involved, including Crawford, hairstylist Jen Atkin, photographer Sophie Elgort (Ansel‘s sister) and professional boxer Heather Hardy. “I am proud that our message has resonated so powerfully, landing on the strong shoulders of a myriad of women. My hope was this message would echo universally, and it has,” the makeup artist said. “‘Women for women’ is an essential thread in the fabric of equality.”
