Elianto embarks on fruit-based make up launch

Using the flavours and fragrances of the sought-after Musang King variety of durian fruit, Elianto — which translates as sunflower in Italian —  has launched its latest make up collection. Elianto's use of the durian variety marks a first in the global cosmetics industry. 

New line up​

The brand's recently-unveiled range, Durian Musang King, consists of lip care, lip colours, highlighters and eyeshadows, a report by star2.com reveals. These popular beauty buys come in a selection of strong yellow shades to reflect the rich colour of the fruit flesh.  

Elements of the fruit’s distinguishable smell are present in the range, namely its Durio Bloom EDP scent, which is known for combining its refreshing and woody profiles. Its Durian Musang King Lip Care SPF18 also contains the durian scent and appears in both pink and yellow shades.

Brand in bloom​

As well as its name, the Malaysian company also aims to promote both the beauty and utility indicated by a sunflower. It also emphasises its connection to the natural, organic and plant-based consumer preferences by using botanical extracts in its product range.

“We wanted to approach make up in a fresh, playful and daring way. By introducing a unique collection like Elianto Durian Musang King, we are celebrating individuality and diversity. Makeup has no boundaries. It gives women the freedom to express themselves,”​ Teo Al Siong, Managing Director and Brand Owner, Elianto reported.

“Elianto is marketed as a masstige beauty brand and offers a wide range of premium cosmetics at an affordable price,”​ enthused Siong.

The sunflower and fruit-inspired brand imports its products from  Switzerland, Italy, South Korea, Taiwan and Germany.