Benefit Cosmetics launches eyewear collection with Quay

QUAYXBENEFIT TINTED LOVE by Quay Australia. (AFPrelaxnews/Quay Australia pic)

Benefit Cosmetics has long been known for its cult-favourite beauty products, but now the brand is branching out – into eyewear.

The label has joined forces with the Australian eyewear brand Quay to launch a trio of sunglasses, WWD reports. The new collection will hit the shelves on April 3.

“Our brands both had crushes on each other,” Erin Kramer, Benefit’s director of brand marketing and content, told WWD.

“We both really admire each other’s approach and each other’s products. Our audiences have a lot of similarities and interests in where they’re spending their time, but we’re both reaching new audiences with this collaboration.”

The collection comprises three styles: a retro-looking, rounded lens frame dubbed ‘Shook’, an angular mirrored style named ‘Shade Queen’ and a classic oversized frame called ‘Tinted Love’.

Each style comes in classic black or playful pink colourways, and shoppers have the option of wearing them with a rose gold, heart-link chain that completes the series and doubles up as a necklace.

In honour of April Fool’s Day, a fourth model has been added as a joker – in the form of a half-frame called ‘All Abrowed It’ that allows the wearer to touch up their eyebrows through the frames. “Benefit’s all about laughter and fun and when you look at these styles, they were designed to have a great time in,” Kramer added.

Influencers Teaira Walker and Ashley Feasel, who count 485,000 and 218,000 Instagram followers respectively, have been snapped up to front the campaign for their new collaboration.

Quay appears to be investing in big-name collaborations lately; last month the brand teamed up with the superstar couple Jennifer Lopez and Alex Rodriguez to launch a range of glasses for men and women.

Meanwhile, Benefit is not alone in branching into accessories – last year saw the cosmetics heavyweight MAC collaborate with the sportswear label Puma on a sneaker collection inspired by three of the makeup brand’s famous lipstick tones.