Maybelline launches 'Born With It' to support emerging female artists

The event gives a platform for both established and emerging female artists and aims to engage local music fans.

The campaign will kick off with the debut live music event, Born With It Live at CIEL, in Melbourne's Southbank on the 25 July. The concert will also be streamed live on YouTube

Riiki Reid, Kita Alexander, Ayesha Madon, Ashwarya Shah and Abbey Stone

Headlining the event are recording artist Kita Alexander, who recently released her album Young in Love, and Ayesha Madon, known for her role in Netflix’s Heartbreak High and recent single Eulogy.

Other performers include Melbourne-based pop artist Abbey Stone, New Zealand singer-songwriter Riiki Reid, and Indian-Australian singer Ashwarya Shah. 

In the lead-up to the event, Maybelline has launched the Born With It Studio Sessions content series to introduce the featured artists and their musical journeys across media and music platforms.

“Maybelline New York is thrilled to be welcoming and celebrating five local Australian and New Zealand power-house musicians into our family," said Melanie Bower, marketing director at Maybelline New York

"This live concert event and overarching campaign is an example of Maybelline’s continued commitment to female empowerment, and the support of individuality, and diversity in creativity. We couldn’t be more excited to bring this event to life.”

Born With It Live is also serving as a platform for the makeup brand to spruik its Superstay Vinyl Ink long-lasting lip colour, which is claimed to last 16 hours or 292 songs, which will be donned by all performers.

The campaign follows the brand's global partnership with international DJ, Peggy Gou.

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