Meet Hyrular, the Sci-Fi Beauty Brand Inspired by the Surreal
Dreamed up by Grimes’ creative director Bryan Huynh and makeup artist Mollie Gloss.
Luxury beauty brand Hyrular has officially landed. Inspired by sci-fi visuals and avant-garde fashion, Hyrular is attempting to merge top-notch makeup products with the surreal. Led by CEO David José, visual director Bryan Huynh and beauty director Mollie Gloss, Hyrular hopes to carve out its own niche in the makeup space. With this in mind, the brand’s debut brings us its first-ever product: the Nebubalm lip balm.
Fusing Huynh’s hyperreal vision and Gloss’ avant-garde makeup aesthetic, Hyrular aims to innovate by emphasizing the bizarre and simultaneously rejecting conformity in the beauty world. “Why is no one making beauty for us? The industry’s demand for sameness leaves no room for the strange, the cinematic, or the surreal,” the brand says in a press release.
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Aimed at beauty fans looking for an edge — Hyrular’s first product, the Nebubalm, is described as a next-generation multi-chrome tinted lip balm. The vegan and cruelty-free balm is formulated with squalane and vitamin E. As for shades, the first drop delivers two light-reflecting finishes: “Nymphaea” a berry with pink pearlescent flecks and “Halcyon” a rosy brown with hints of turquoise shimmer.
The Nebubalm retails for $30 USD and is available for purchase on the brand’s website.
While you’re here, read about The Ordinary’s “Periodic Fable” campaign.
