Makeup · United States (Jamaican-born founder)
Stay Golden Cosmetics
Founded by Danielle 'Danz' Edmond
Stay Golden Cosmetics was founded in 2017 by Jamaica-born former model Danielle "Danz" Edmond, who started the business on her living-room floor in Brooklyn after her modeling experience exposed how the industry saw Black skin. The brand is proudly owned and operated by "island girl" immigrants from across the Caribbean. Its breakout viral Glitter Lip Kit was built around shades Edmond "deemed diverse in that they looked great on the darkest to lightest skin tones," growing from five to eighteen-plus, including a first-of-its-kind color-shifting Chrome Glitter Lip Kit. The follow-up Island Girl Collection, 22 matte lip shades and 14 glosses with names like Jamrock, Sak Pasé, Bacchanal, Boricua and Summa Body, turned to Edmond's Jamaican roots and Caribbean creole culture. The brand cites Mented, The Lip Bar and Fenty as inspirations and hit roughly $1.4M in sales. The discovery angle is its bold, glitter-forward, deep-skin-flattering lip range and tight community-led ethos. Caveat: it's lip-and-glam-focused rather than a complexion line.
Who it matches
- Depth range
- Light, Medium, Deep, Deepest
- Undertone
- Any undertone
- Skin type
- All skin types
- Price
- Budget
- Finish
- Matte
Hero products
- Glitter Lip Kit
- Island Girl Collection (22 matte lip shades, 14 glosses)
- Chrome Glitter Lip Kit
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