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Press release

Announcing Baby Phat Beauty

09-02-2020 11:26 AM CET | Fashion, Lifestyle, Trends

Press release from: Baby Phat Beauty

/ PR Agency: Jade PR
Kimora Lee Simmons and Her Daughters, Ming and Aoki Lee, Expand Baby Phat and Bring Their Iconic Glam Vision to the Beauty World

Los Angeles, CA (September 2020): On September 1, Kimora Lee Simmons and her daughters, Ming Lee and Aoki Lee Simmons, took to Instagram to announce the launch of the newest arm of the iconic lifestyle brand’s empire--Baby Phat Beauty. A multigenerational play, today’s direct-to-consumer drop and subsequent product rollouts were created for the Baby Phat woman who is smart, savvy, and unafraid to stand out and express herself. While at the same time promising to help fill the gap for consumers looking for representation in the black-owned, black-represented beauty space.

The first item to launch is the Shimmer Dreams three-piece kit, a nine SKU collection will be available at Each kit, defined by a different fragrance to match each of the three designers’ personalities, features a high shine lip gloss, a nourishing hand lotion, and an iridescent high-shimmer body spray with scents of seductive warmth, sensorial florals and precious nectars. Perfect for bringing shimmer, sparkle and a little bit of fabulousness to every season.

Baby Phat Beauty is expanding on the legacy Kimora has been building for the past twenty years. “When I launched Baby Phat in 1999, I had to fight for a seat at the table in both the high-fashion and streetwear worlds. I did that by staying true to myself and bringing up an entire generation who embraced diversity, body-positivity and body-confidence all while being unapologetically glam and sexy. Buying back the brand has given me the opportunity to tell that story all over again to a new generation--a generation I raised. Launching into beauty, feels like the most relevant way to tell that story in today’s landscape.” Said Kimora.

A collaboration between Kimora, her daughters and the Beauty and Wellness Incubator, HatchBeauty Brands, the beauty line is slated to release another limited edition SKU for the 2020 Holiday Season and then continue with additional options in skincare and color in 2021. “We are excited to dive into the beauty space with a unique multi-generational perspective.” said Ming Lee Simmons. Her sister, Aoki, echoed her enthusiasm by saying, “Brands represent more than just products in today’s world, and it’s important for us to continue to be part of cultural and beauty conversations as we forge a new path for girls who look like us.”

“We are excited about the opportunity to partner with Kimora and her daughters to help architect the brand’s evolution for this new generation.” -- Preston Bottomy, HatchBeauty Brands

Each Shimmer Dreams Kit can be purchased on for $45.00. A portion of proceeds from sales will be donated to Fair Fight, an election reform and voter education organization founded by Stacey Abrams.

Jade PR
1436 20th Street, Unit 15
Santa Monica, CA 90404
Press contact: Amanda Keller

About Baby Phat: Our story began in 1999 with a simple baby tee, which would quickly change the landscape of women’s fashion. Today, Baby Phat remains streetwear focused and hip-hop inspired; celebrating Black culture while emulating the look and lifestyle of luxury. Through clothing, imagery, and unprecedented real-estate within the collective consciousness, Baby Phat infuses the male-dominated culture with unapologetic sexiness and flagrant femininity. Baby Phat remains one of the most recognizable fashion disruptors to define an entire era of pop culture. To learn more about Baby Phat, visit

About HatchBeauty Brands: Founded in 2009 HATCHBEAUTY, LLC expanded to HATCHBEAUTY BRANDS in 2019. Now the first company to offer both beauty and wellness incubation, HatchBeauty Brands, is rapidly changing the landscape of brand innovation. We are a team of creators and collaborators—unapologetically committed to delivering the best of beauty and wellness. To learn more about HatchBeauty Brands visit

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