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Meet Joe Fresh


Backstage at Doo.Ri yesterday, an interesting stack of nail lacquers caught our eye. A single word was scrawled across each cylindrical bottle in white writing: Joe. “It’s Canadian,” we learned from makeup artist and Joe Fresh spokesperson Simone Otis, upon further inquiry. The beauty arm of the clothing brand of the same name, which offers a collection of fashion-forward basics that are sold in Loblaws supermarkets across Canada (yes, supermarkets), Joe Fresh launched a range of affordable cosmetics in 2009. “Last Spring we started with nails,” Otis said, pointing out that the colors that Jin Soon Choi was painting onto models’ fingertips were Cement, a putty gray, and Latte, a warm beige. The ethos is to “be more democratic about fashion in general,” Otis explained of the affordable Toronto-based line started by Club Monaco founder Joe Mimran. Intrigued, we asked where we could pick up more of the varnishes stateside. “Nowhere—yet,” Otis responded coyly. But that’s all about to change. “It’s coming here!” Choi, who discovered the brand while working on shoots up north, confirmed with excitement. In the meantime, look out for Joe and its pretty polishes backstage at Theyskens’ Theory.

Photo: Courtesy of Joe Fresh

Beauty Insider