"Mrs. Prada Hates Glitter

The brand's new beauty line is sleek, bold, and very Prada.

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“Ugly is attractive, ugly is exciting,” said designer Miuccia Prada in a 2013 interview. Famously known for wearing no makeup and starting every morning with a glass of hot water, and despite this (or perhaps because of it), Prada is one of the creatives behind an exciting new makeup and skin care line that launched in the U.S. in mid-January. If you like the idea of beauty that isn’t quite glamorous, is not quite relatable, and is beautiful in spite of itself, come to Prada Beauty.

The brand’s first beauty line launched back in 2000 under the same name, but primarily focused on skin care. It offered single-use skin products and lip balms in silver foil packets. “Cold cream packaged in what looks like a condom wrapper?” fashion critic Cathy Horyn mused at the time. This time around, the collection is bolder, more vivid (and refillable), with sleek silver casings (some with a touch of gold) that are weighty in the hand. There’s no hint of the soft, no-makeup makeup, Glossier aesthetic that has dominated the current beauty landscape.