With a bold goal of delivering natural, high-end products that seek to solidify its status in the market, the fast-growing Ghanaian brand’s official launch event was a soft reboot—an opportunity to unveil its new line of beauty care products in a sparkling leap toward innovation. “This new phase is about growth, innovation, and creating beauty products that truly shine. And trust us, we’re just getting started,” says Angela Nyamewaa Ama Safowaa, the brand’s Founder and CEO, popularly known as Angie Safo.
The new products include pigmented, premium makeup essentials such as the Blink and Go Cluster Lashes, perfect for creating customizable looks—natural or dramatic. It also features the Ridding Rub Cleansing Balm, a rich and nourishing formula that effectively melts makeup away while keeping the skin hydrated and refreshed.
The Airy Makeup Bag is another addition—a stylish and functional beauty organizer designed to streamline makeup routines and be more travel-friendly. The launch also highlighted the brand’s commitment to cruelty-free formulations and ethical practices while striving to incorporate more sophistication into its products at an attractive price point.
“We believe every woman deserves to feel like the best version of herself: empowered, radiant, and unapologetically glowing,” Angie Safo shared. “At Shimmer by Khuks, our mission is to create inclusive, high-quality, and versatile makeup products that celebrate individuality while giving you that signature “shimmer” effect, inside and out. When you choose us, you’re not just buying makeup. You are investing in your moment to shine, no matter where life takes you.”
Besides the introduction of curated, must-have beauty essentials, the brand also shared some future ambitions that are not limited to the expansion of its product line, hosting pop-up events to boost engagement, offering masterclasses and beauty experiences, and striking partnerships with influencers, makeup artists, and brands to bring limited-edition collections to patrons.
Angie Safo added, “I would also like to extend my gratitude to our graphic designer CRAWN, whose expertise played a crucial role in refining the visual identity of Shimmer by Khuks.
He meticulously redesigned the logo, carefully curated the perfect color palette to align with the brand’s essence, and skillfully crafted the packaging design, ensuring every detail reflected the luxury and sophistication we envisioned.”
Launched in 2020 by Ghanaian lifestyle influencer and content creator Angie Safo during the peak of the COVID-19 pandemic, Shimmer by Khuks quickly became an outlet for self-expression.
The brand amassed a following online due to its trendy body shimmers.
After grappling with the challenges of its debut year, Shimmer by Khuks is about to undergo a resurgence, aiming to become the go-to brand for quality and elegance in the makeup and beauty industry.
As the CEO puts it, “Shimmer by Khuks was never just a business; it was a vision, a promise waiting for the right moment to be fulfilled.”
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