THE WHAT? Smashbox has announced that it has teamed up with CEO and Founder of Rizos Curls, Julissa Prado and Patty Delgado, Founder and Designed of Hija de tu Madre, to launch a collab and virtual empowerment summit named Smashbox Jefacon.
THE DETAILS The initiative is designed to shine a spotlight on the Latinx community in Los Angeles and across the US and comprises Jefacon, a multifaceted platform designed to empower women to recognise their inner boss, and a dedicated beauty box.
The first Jefacon summit took place at the weekend and could be accessed via livestream using a ticket contained in one of two beauty boxes, curated by Delgado and Prado, designed to act as ‘toolkits’ providing consumers with everything they need to feel like their most boss self.
THE WHY? Kimberly Villatoro, who heads up Smashbox’s North America Team, explains, “Smashbox embodies the hustle. As one of Los Angeles’ original indie beauty brands, we know what it takes to build something from nothing. So do our two incredible collaborators, Patty and Julissa. Together we will use our voice and amplification power to inspire and empower the women who define history, beauty and evolution.”