Nikita Dragun has laid an egg — a purple one caked in crystals, at that.

The Asian-American beauty influencer, who has accrued thousands and thousands of online followers for sharing her journey as a transgender woman, is launching Dragun Beauty, a cosmetics company. The label, which launches March 25, is just certainly one of a number of created and owned by a transgender person. Based on Dragun, it’s for transgender people — and for all.

“I’ve all the time been obsessive about the art of transformation,” said Dragun, the self-appointed “chief dragun officer” of Dragun Beauty. “As an artist, I used to be more obsessive about how makeup could change your face and that you possibly can be the architect of your personal beauty. Transitioning, it was the largest thing for me to cover male features and make them more feminine and have the option to play with my face to be more passable to people.”

Dragun Beauty, which has been within the works for a minimum of a 12 months, makes its debut with two complexion products. The primary, called the DragunFire Skin Perfecting Potion, $25, is a customizable color corrector formulated with vitamins E and A. The second product is the DragunHeart Transformation Face Powder, $35, which includes cocoa seed butter. Each items are vegan and cruelty-free, and are available as sets which can be packaged in eggs. The DragunEgg Transformation Kit retails for $55, while a blinged-out version of the egg goes for $105. All products will likely be available on Dragunbeauty.com.

Dragun, who began her YouTube channel nearly 4 years ago, now counts 2 million YouTube subscribers, 562,000 Twitter followers and three.9 million followers on Instagram, her first social media platform. Her YouTube channel took off about three years ago when she shared a video during which she admitted to being transgender for the primary time.

“I had moved to L.A. by myself and I sat down in front of a camera and I said, ‘I’m transgender,’” Dragun said. “That was the primary time I ever said it out loud, the primary time I ever thought it. I believed, if I just record a video and post it, then I’m gonna should face it. It went viral overnight. It was such a whirlwind of emotion, like, what did I do? That was the primary time I ever saw so many responses from all over the world of individuals being like, ‘I relate to this.’ Before then, nobody even knew I used to be trans, everyone thought I used to be just a daily girl.”

In December 2018, she went viral over again, this time on Twitter, for speaking out against Ed Razek, chief marketing officer of L Brands, who told Vogue in an interview that he wouldn’t put trans people within the Victoria’s Secret fashion show “since the show is a fantasy.”

Dragun’s response? She filmed a video during which she dressed as a Victoria’s Secret Angel — wings, included — and paraded around a mansion to the tune of “Carol of the Bells.” The video has garnered greater than 9.5 million views on Twitter.

As a beauty influencer, Dragun has strategically opted to forgo product collaborations with beauty brands — collaborations are essentially a rite of passage in the sweetness influencer world — save for a capsule of synthetic wigs she created with Bellami. Despite interest from “each major makeup brand which you could consider,” she said, she selected to focus her efforts on making a brand of her own.

“The market usually is so oversaturated,” Dragun said. “Every couple of months we see one other thing come out. I don’t knock anyone’s hustle, but I didn’t need to slap my name on anything that wasn’t authentic to me. I used to be like, why am I gonna slave away for one more brand and never have full creative control? Why not stand by myself two feet and do that myself?”

Complexion proved a troublesome start; making a shade range in a post-Fenty world is not any small feat. The colour corrector, said Dragun, is “universal.”

“It’s one thing to have shade range, however it doesn’t really mean that you’ve gotten the appropriate shades,” she explained. “As an individual within the industry, in addition to a makeup lover, a number of times we see brands pressured to do things due to the established order as a substitute of being real and wanting to create and be inclusive. I wouldn’t throw the name universal onto my color corrector if it wasn’t really that.”

Last 12 months, she graduated with a level in beauty industry merchandise and marketing from the Fashion Institute of Design and Merchandising in Los Angeles, where she used her studies and sophistication assignments to further Dragun Beauty. She is the brand’s sole investor and leads a team of individuals across various departments, including visual, business, production and customer support.

“Honey, if it says Dragun Beauty, honey, know that’s Nikita’s dragon, period,” Dragun said. “That is all me. That’s why all my products are available this dragon egg literally ‘cause I’m like, I laid an egg for you, girl. Every little last detail is so Nikita and additional and wild. I’m creating things I’ve all the time desired to see in the sweetness industry. In the event you want some little influencer palette with 12 bronze shades or a lipstick, there’s a whole lot of those on the market. But for those who want a metamorphosis kit that comes within a mother effin’ dragon egg, you understand where to return to.”