If you thought the city-wide affection for all things Brooklyn (is this because of Girls?) had gotten a bit out of control, just wait: Brooklyn's 'cool factor’ has spread to France. Next Monday, our favorite Parisian arbiter of everything-cool-you-can-buy-in-a-store-and-even-some-things-you-can’t Colette is launching 10 outer-borough beauty brands (as curated by French Vogue) in-store under the banner “Brooklyn Beauty.” Interestingly, some of the featured lines were started by young moms.
The very charming booklet we received in the mail from Colette explained (pardon our rough translation):
“In Brooklyn, beauty is an affair of family and neighborhood. Crafts and recipes gleaned online or in books from the age of 'Flower Power'... are tested and improved by our pioneers of beauty, both ‘handmade’ and natural. Often, young mothers are inspired to create their own soaps, creams, perfumes, or multi-use balms that they put in pots ‘with love,’ like old-fashioned jams.
“[The products in] this limited series, first made for their children and distributed as gifts amongst girlfriends, were successfully sold in the markets of New York before becoming micro-enterprises. Labeled 'artisanal products' with packaging design, certification standards, online marketing...these houses today offer an aura of luxury.”
The brand list reads like an index of ITG Top Shelf faves: Apotheke Co, Between You & The Moon (Sally Singer-approved), D.S. & Durga, Goldies, Love Nature NYC, McBride Beauty (a favorite of Amy Astley’s), MCMC Fragrances, Phoenix Botanicals, Soapwalla, and Sprout (as name-checked by Julia Frakes).
But more importantly, is this really what the French think of Brooklyn?