Beauty influencer James Charles is set to launch his makeup brand, Painted, this month. Charles revealed the star product, Create Paints, a versatile cream-to-matte formula perfect for various looks. He aimed to create a distinctive brand that goes beyond name association, as he expressed, “the artist in me really wanted to create something unique and special.”

As he created more make-up looks over the years, using more products, “I realised that I didn’t have the one product that could truly do everything I was looking for.”

“I wanted to release a make-up line with multi-use products… that artists of all different skill levels could use.”

Create Paints will offer ten shades, each priced at US$15. Notable hues include Flaming, a striking orange, and Ink, a black shade used by Beyoncé’s makeup artist, according to Charles. Charles envisions endless possibilities with Ghosted, a white shade designed for mixing.

Additionally, Painted will feature a six-piece makeup brush set at $8 each or $40 for the set, along with a $10 blending sponge.

Charles’ Painted brand encapsulates his artistic flair and makeup expertise, providing a canvas for creativity across skill levels.