It’s long been a stance of ABH that what makes you powerful is what makes you beautiful. True to this sentiment, the Alyssa Edwards palette collaboration is bold, full of history, personality, and a streak of individualism.
Put simply by Alyssa:
“What we’ve created is a true assessment of who I am and what I believe in.”
Read on to hear from Alyssa herself about growing up in Mesquite, Texas with a love of makeup, the moment she realized its power to transform, and why this collab with ABH is so special.
“DURING THE DAY, I AM A BUSINESS OWNER. I’M A TEACHER. AT NIGHT, WHEN I PUT ON MY MAKEUP, WIG AND OUTFIT, IT’S LIKE PUTTING ON MY CAPE. IT’S MY SUPERPOWER AND I MORPH INTO ALYSSA.”
“I have to tell you: Growing up with four sisters in Mesquite, TX — I started playing in makeup at a very young age. And I knew that it was something that I was very passionate about. But I never knew in a million years that I would be sitting here, looking at my name on this, and something that I have sunk my whole heart — I mean, it’s so cliché to say my heart and passion but that’s really what this is. This truly is a dream come true.”
THE POWER OF MAKEUP
“At a very young age, I knew that I was obsessed with beauty. But the power that makeup gave me personally is something that I will be eternally grateful for. Ultimately, for me being a very socially awkward little gay boy in Mesquite, living in a bubble — that was before social media, YouTube, and Google search engines ... I just gave y’all my age. (I’m not old, I’m established!) And, it was very hard for me to understand who I was, who I was meant to be. It was putting on makeup and me looking in the mirror for the very first time and going, ‘You are beautiful.’ That’s the power — makeup gave me the courage to be the strong, successful human I am today.”
“When thinking about this collaboration, this partnership, it was very important for me to be a part of a brand that stood for what I stood. And the reason why I chose ABH is: They celebrate the art of beauty and that is not a race and that is not a gender. And I appreciate that. And this is for ladies like me, the ladies like you, and the ladies like my granny at work at 9:00 a.m.”
“This palette is for the human that enjoys beauty. This is for the human that enjoys makeup. This is for everybody.”
THE MAIN ATTRACTION
As part of the launch, Alyssa Edwards has released a music video called “The Supreme.” Check out the countless beauty personas in this latest addition to the H.O.E. (House of Edwards).