The ‘total myth’ Naomi Osaka wants to dispel with KINLO, her new line of beauty

Naomi Osaka wants to hit a Grand Slam on another type of track: beauty, but with a purpose.

This week, the 23-year-old tennis professional, frank launched KINLO, its own skin care line designed specifically for women of color.

The word is a combination inspired by its Japanese and Haitian roots meaning “gold” and enters a competitive field of celebrity beauty that it has created. , practically overnight. These brands include , The Kylie Jenner Line, which sells Ulta (), and KKW Beauty by Kim Kardashian West.

Still, the Osaka line offers key products: a tinted SPF 50 moisturizer, a protective body spray and lip balm, and eye cream, which differ in key aspects. The main selling points are price and demographics – all items sell for less than $ 20 and have been specifically formulated to meet the needs of those with darker skin.

“I hope this brand not only allows people of color to find affordable and affordable products they love, but also raises awareness about the growing number of skin cancers in people with brown and black skin,” Osaka told Yahoo Finance statement.

Tennis champion Naomi Osaka poses for KINLO, her new skin care line.

Tennis champion Naomi Osaka poses for KINLO, her new skin care line.

Among people with darker skin, high levels of melanin offer protection against ultraviolet (UV) radiation. However, for a number of reasons, black Americans diagnosed with melanoma, the deadliest form of skin cancer, actually have lower survival rates than other groups, according to the data.

“The idea that we don’t burn because we have dark skin is a total myth and I want people to understand that UV rays come not only from the sun, but also from computer screens and blue light,” Osaka added. .

Osaka has partnered with Dr. Naana Boakye, MD, a dermatologist with experience in treating darker, melanin-rich skin tones. Kinlo aims to increase the availability of UV protection products aimed at underserved communities.

Osaka admits she was never a fan of using sunscreen when she was little because “it wasn’t soft and never mixed,” but she hopes Kinlo’s customers have a better experience.

This is not Osaka’s first rodeo in the beauty world. In 2018, the Japanese beauty company Shiseido took advantage of Osaka in 2018 to serve in the face of BareMinerals and the sunscreen brand Anessa.

Osaka suffered a tough start to the first round at the US Open, where he promised to take a long break in tennis. In his new company, he will act as CEO and with a look at corporate social responsibility.

“Since I launched KINLÒ, my main takeaway is that you can create products AND advocate that you have an impact on the world, you don’t have to choose one,” Osaka said.

Despite its success on the tennis court, it hopes to expand this passion project to a wider market.

“I would love to have a child-specific sunscreen soon, but I also want to continue creating the brand’s protection and recovery lines,” Osaka told Yahoo Finance. “The possibilities are truly endless and we will continue to develop and focus on the manufacture of products specifically formulated for melanada skins.”

Dani Romero is a reporter for Yahoo Finance. Follow her on Twitter: @daniromerotv

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