May 9, 2020
“Drest,” a gaming app launched last fall, has partnered with makeup artist Mary Greenwell to create a digital makeup look avatar program.
Users of the app can choose custom digital makeup looks for 12 available avatars, which are already dressed in fashion pieces. Greenwell has signed on to curate new makeup looks for the app seasonally.
This isn’t “Drest’s” first partnership. When the app launched in beta in October 2019, it had partnered with 100 fashion brands out of the gate. Now, the app has 160 partners. The app focuses on giving users daily fashion challenges using the latest styles. This partnership with Greenwell is the app’s experimentation with beauty, allowing users to play with it before on-boarding beauty brands to the app. They expect to start doing so in the fall.
“We tackled fashion first, but knew we wanted to add beauty from the get-go,” Lucy Yeomans, founder, “Drest,” told Glossy. “This is the next evolution of content. [To date,] content in the fashion world has been a very small number of people telling you what’s in, what’s the trend, how you should style it; luxury fashion can feel like a club that only a few people can be in. But beauty is a lot more interactive. Anyone can play in beauty because the price point is lower. This is a way for ‘Drest’ to be more inviting and inclusive.”
About the Author(s)
You May Also Like