Call the noughties because Baby Phat is back and they're launching a beauty line

In case you missed the cultural phenomenon that was Baby Phat, let us give you the lowdown: The streetwear brand was started in 1999 by model Kimora Lee Simmons and her husband at the time –Def Jam’s Russell Simmons – and it was *everything*. Worn by literally everyone (fans ranged from Alicia Keys to Lil’ Kim), Diddy’s own mother has strutted the Baby Phat runway, while Missy Elliot could be counted as a regular at the brand’s baudy shows. 

In recent years, they’ve regained traction, appealing to a new audience of Gen Z’ers who can’t seem to get enough of the brand’s velour sweatpant and lip gloss lacquered aesthetic; touting vintage Baby Phat finds as well as other noughties legends like Juicy Couture and Dickies. In fact, style maven Saweetie has even been seen wearing the brand’s infamous velour sweats:

Gen Z’s obsession with Baby Phat has inspired Kimora Lee Simmons to revamp the brand, however this time, she’s venturing into the world of beauty with the help of her two Gen Z daughters: Ming Lee (age 21) and Aoki (age 18).

In a recent interview with People magazine, Lee Simmons said,  "This is the retro brand that's reborn looking through the eyes of young people like Ming and Aoki." 

"We're a family business ... a heritage brand. It's an old-meets-new legacy kind of a situation for me… [we’re adding] a little bit of luxury, a little bit of sassiness, a little bit of glitter and glitz to your day.”

In our personal opinion, this range is exactly what we all need to satiate the gaping hole of noughties nostalgia in our lives, that no amount of Britney throwbacks has yet been able to satisfy. 

Case and point: the first product released under Baby Phat Beauty is the Shimmer Dreams Three Piece Kit, which includes noughties necessities such as a shimmery high shine plumping lip gloss, a hydrating body lotion, an illuminating high-shimmer body spray (our bodies are ready) and a pink glittery makeup bag complete with the iconic Baby Phat logo. *chefs kiss*

The kit comes in a range of shades with their own unique fragrances that have been based on Kimora, Ming Lee and Aoki’s personalities. 

"Ming's is Opulence. Ming is very similar to me, she gets the love of fashion, beauty and self-expression,” explained Lee Simmons “The smell is also super yummy. It's peachy and has orchid with caramel.”

"Aoki's is called Ethereal. Hers is more about a free-spirited attitude, being independent, a pursuit of knowledge. It's kind of an uplifting declaration of independence. It's like I am woman, hear me roar."

While Kimora regards her own chosen scent ‘Divine’ as “more warm, sweet and a little bit floral,” saying “I think of mine as ... I think of myself as being a boss, like a badass.”

The Shimmer Dreams Range is available exclusively at babyphatbeauty.com in the US. Unfortunately the brand has yet to offer international shipping, but we’ll be keeping our ears firmly to the ground for word of the brand’s imminent arrival on Aussie shores.

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Main image credit:@babyphatbeauty