Streetwear retailer Kith entered the beauty segment with a $145 KithXEstée Lauder limited edition beauty kit. The kit includes Estée's five skin-care products ensconced in all-white Kith branded packaging. Estée Lauder vintage logo created in 1946 is stamped on the case.
The company has grown its business via similar strategic partnerships with big brands in the industry. In an ongoing effort to endorse diversity, the campaign featured models with a variety of skin tones and makeup.