Another Kinky Boots? -Luxury Face Serum for mature women proves to be a surprise hit with Drag Queens
Luxury cosmetic firm Lissomi has seen an amazing marketing turn around and has seen itself propelled into one of the Christmas 2021 must have products. The source of this sales surge has come from a market they never anticipated… the Drag Queen and LGBTQ community.
Launched in 2020 by CEO/founder Peter MacGregor, the Lissomi luxury face serum was originally created to improve the appearance and healthy ageing of skin for women over 50. Since launch the luxury brand has steadily gained a gained an avid follow with women over 50. However over the last few months there has been a dramatic upturn in sales within the LGBTQ community and, in particular, with drag queens.
Lissomi founder and CEO Peter Macgregor said “ It’s been just like in the film Kinky Boots we appear to be the cosmetic equivalent”
The hit film and theatre show, Kinky Boots follows the true story of the WJ Brooks shoe factory, run by Steve Pateman in 1998. After finding their traditional market drying up the company around by launching the Divine range of shoes created specifically for drag queens.
Popular drag queen star, Ida Slapter has led the charge in becoming a brand champion for Lissomi, saying, “Another queen discovered this in her mum’s make up and started to use it. She loved the results so much she shared it with us on the forum and it sounded exactly what I needed. Now, I use it twice a day and I love it”.
The parallels between the story of KInky Boots and Lissomi are significant and, Ida adds, “This isn’t the first time that we’ve found a solution to fit our problem from a product designed for women but we’re adopting it for drag queens everywhere…I now use it twice a day!”
“I can’t believe the difference that Lissomi serum has made to my skin and I love that they’ve welcomed the drag community so openly”. Ida Slapter, drag queen
Ida is by no means alone in her love for Lissomi - in fact, in late 2021, the brand has reported a dramatic 80% increase in its sales to men
Although the serum was created for women, CEO of Lissomi, Peter Macgregor, is delighted to be able to welcome men & women from the LGBTQ community into the fold. Peter says, “We know our traditional audience very well but we believe that looking and feeling good is for everyone. We’re pleased but not surprised that so many different audiences are discovering great results from our product and, our LGBTQ following is really important to us. I’m incredibly proud to be able to provide a solution for this unique audience and, our business will always continue to fly the flag for inclusive beauty”.
The Lissomi facial serum combines a potent mix of botanical ingredients and vital nutrients to support the skin’s many processes and to promote healthy aging. The serum has proved to be extremely popular with men from all walks of life, including TikTok, social media and Pokemon star, James George, who says, “As someone who is constantly appearing in video content, I have to look my best and that can make finding quality skincare really hard. I couldn’t believe it when I discovered that the best serum for my skin had originally been developed for women over 50. Honestly, it doesn’t matter who it was created for, I am loving the results I’m getting”.
Featured on a number of sites, including Beautiful Men, men are flocking to get their hands (manicured or not) on the Lissomi facial serum in order to keep the effects of aging and harsh winter weather at bay.