The eye for detail that has made Troy Surratt a favorite of Adele and Charlize Theron will soon be visible in the makeup artist’s first signature beauty collection.
Called Surratt, the line is inspired by his fascination with Japanese beauty products, which he’s become familiar with on annual visits to the country.
He’d stock up on beauty products during trips to Japan, but his clients began to bemoan the fact that they didn’t have access to the Japanese items in his kit. So Surratt and his partner Nathaniel Hawkins, a celebrity hairstylist who serves as the Surratt brand’s chief marketing officer, spent the last four years developing a makeup range sourced and produced entirely in Japan.
The collection is slated to launch next month on the new beauty floor at both Barneys New York’s Madison Avenue and Beverly Hills locations. It will then roll out to Barneys’ six remaining doors, where it will be available exclusively for one year.
Determined to infuse the line with a point of difference, Surratt — who helped develop Tarte Cosmetics 13 years ago — has zeroed in on the details.
“When I designed the line, I asked myself two questions the entire time: Is it cool and is it modern?” he said.
The finish on the packaging, described as a matte gradation, was inspired by a trip to Monaco, where matte black luxury cars were abundant. The glossy logo, designed by Carl Wellman, is subtle and only visible when it catches the light. The retail displays were designed and manufactured by RPG.
In Surratt’s view, makeup artists offer credibility to consumers. “It’s been a long time since we’ve had newness,” he declared.
September 13, 2013 by Molly Prior/WWD