Kimora Lee Simmons Launches Baby Phat Beauty Brand Alongside Daughters

Kimora Lee Simmons has been setting her girls up for success for decades through her lifestyle label, Baby Phat, established in 1999. Her daughters, Ming and Aoki Lee grew up with a behind-the-scenes look often appearing in campaigns for the brand. As young women, they will now join Simmons as the faces and brains of Baby Phat Beauty, a partnership they’ve inked with HatchBeauty Brands, according to Yahoo News.

Ming: Kimora said: 'Ming's is Opulence. Ming is very similar to me; she gets the love of fashion, beauty and self-expression. The smell is also super yummy. It's peachy and has orchid with the caramel

It’s been 20 years since Simmons created Baby Phat and since relaunching the label, she’s collaborated with Forever 21 and Foot Locker. Now setting her sights on beauty, Simmons is no stranger to the category as the owner of Pellequr, a Korean spa located in Beverly Hills, plus her previous beauty releases.Her latest move will now allow her to merge her existing fanbase with a new generation, Generation Z, which her daughters will help to represent.

“The girls grew up on the runway,” Kimora said, according to Yahoo News.  “Ming currently attends New York University, while Aoki studies at Harvard University. It’s teaching them to tap into their inner entrepreneur, inner creative director, teaching them the ins and outs of the business, which is also very important to me.”

Aoki: Aoki's is called Ethereal. Hers is more about a free-spirited attitude, being independent, a pursuit of knowledge. It's kind of an uplifting decoration of independence. It's like I am woman, hear me roar'

In a statement, Ming & Aoki shared their excitement to embark on this new journey with their mother: “We are excited to dive into the beauty space with a unique multigenerational perspective,” said Ming, with Aoki adding: “Brands represent more than just products in today’s world, and it’s important for us to continue to be part of cultural and beauty conversations as we forge a new path for girls who look like us.”

Their first launch with HatchBeauty is a three-piece kit that features a body lotion, scented shimmery spray, and lipgloss. Starting today, customers can snag a kit for $45 and choose from three versions of the products that reflect the personality of each woman.

Divine set: Each Shimmer Dreams set is paired with either Kimora, Ming or Aoki, and consists of three products and a travel pouch: an illuminating body spray, a plumping lip gloss and a hydrating body lotion; it is $45 for each set and available on

“Divine is mine, obviously,” Kimora said. “Opulence is Ming, and ethereal is Aoki because she’s a free spirit.”

Not only are they providing new products, but the Simmons girls are giving back with a portion of proceeds from sales being donated to Fair Fight, an organization that works to educate individuals on election reform, voter suppression and promote fair elections. Their hope is to bring customers self-care during COVID-19.

Strike a pose: The model and entrepreneur, 45, launched the new venture with her daughters Ming Lee, 18, and Aoki Lee, 21

“I think it’s really what it comes down to, being able to bring that home and experience it at home during a time like this…Take a little time out. Girl, by just putting on that lip gloss, you can do a whole lot with your demeanor, your mentality, how you approach your day. A little goes a long way,” Kimora said.

By Shanique Yates, AfroTech

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