Alexa Chung’s Hangover Sparks a Makeup Set
The model/DJ/girl on the go stumbled into the position while nursing a hangover at an east London café where she met founders Max and Nina Leykind and immediately drummed up a few ideas for their brand. “Maybe it was the hangover, but my head was loosened up and I came up with at least 50 things,” she told Women’s Wear Daily.
The creative relationship between the three involves a free form sharing of ideas, regardless of the time of day. “She’ll e-mail us in the middle of the night and say, ‘Hey, what about this, such a cool name for a product,’” said Nina Leykind. “I don’t think it would work if we weren’t on the same wavelength.”
The result of their efforts is a an eponymous set from the taste-making multitasker, which includes a waterproof black eyeliner and waterproof mascara that will hit Sephora and SpaceNK shelves in November. “Liquid liner is my savior,” Chung said. “Other people like other things to feel like they look normal, but for me, I’m pretty much naked without my eyeliner on. It’s my comfort blanket.” Jokingly, she added, “I penned the book with the eyeliner!”
Speaking of her book, Chung has quite a lot on her plate already including serving as a spokesperson for L’Oreal Professionnel’s INOA hair color, hosting duties on Fuse, a contributing editoriship at British Vogue, as well regularly modeling and DJing. But the her need to juggle seems to have started at home. “Whenever I speak to my mum, I always tell her what I’m up to, and she says, ‘What else?’ It makes me think I should do more,” she joked with the trade. “But I don’t have a finger to spare for another pie at this moment. Although I’ve quite an overactive brain. I’m drawing and writing all the time.”