Back in 1999, Kimora Lee Simmons introudced the world to Baby Phat – capturing a cult of fans with its sexy, yet affordable designs.After announcing that the brand would be returning last year, Simmons yesterday released the brand’s newest venture, Baby Phat Beauty. 

Created in partnership with her daughters – Ming and Aoki Lee Simmons – the project is the obvious step in the brand’s legacy. “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,” Simmons says. “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.”

Dropping the debut campaign via Instagram, the first collection is the Shimmer Dreams set – an Illuminating Body Spray, Hydrating Body Lotion, and Plumping Lip Gloss – in Ethereal (pear and amber), Opulence (floral with bergamot and caramel), and Divine (citrus with jasmine and vanilla). 

In the campaign images, the three appear in glam throwback fashions, roadtesting the products. “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 says, with Ming adding: “We are excited to dive into the beauty space with a unique multigenerational perspective.”

The launch of Baby Phat Beauty also has a charitable aspect, with a portion of proceeds from sales going to Fair Fight – an organisation that promotes fair elections, as well as education on election reform and election suppression.