By: Nic Abelian
In a groundbreaking fusion of science and fashion, Deirdre Roberson, a chemist-turned-designer, has launched the EUMELANIN brand, a tribute to her scientific expertise and creative passions. This brand celebrates the beauty of melanin-rich skin by drawing inspiration from the chemical structure of melanin for its designs, particularly the iconic HEX Bag.
Roberson’s journey, marked by her experiences with colorism, has fueled her motivation to create a brand that uplifts melanin-rich complexions and challenges traditional beauty standards. The EUMELANIN line is a testament to her commitment to promoting diversity and inclusion in the luxury fashion industry.
“Our focus on shades that reflect melanin skin tones stems from a desire to address colorism and its pervasive impact on black and brown communities,” says Roberson. “Research shows that colorism affects self-concept, opportunities, and social outcomes for individuals with darker skin. By centering our color palette on melanin-rich tones, we aim to challenge these biases and celebrate the beauty and diversity of our skin.”
The brand challenges traditional fashion standards and empowers customers through its product designs by creating products that prioritize the beauty of melanin-rich skin. The designs are rooted in scientific inspiration and cultural pride, empowering customers to embrace their identity. By highlighting the stories of black fashion pioneers, the brand connects its customers to a legacy of excellence and innovation in fashion.
“We intentionally design products that honor and celebrate melanin-rich skin, ensuring that our aesthetic and design sensibilities reflect our commitment to diversity,” says Roberson. “This intentionality guides our product development, marketing, and overall brand strategy.”
EUMELANIN’s signature HEX Bag pays homage to pioneering Black fashion figures. Willi Smith, creator of Williwear, and Hylan Booker, a renowned menswear designer, are among the
trailblazers honored by the HEX Bag. These icons have left indelible marks in the industry, with Smith revolutionizing fashion through the fusion of high fashion and streetwear and Booker being the first Black couturier to head a fashion house.
When you purchase the bags, you get a stylish accessory and the story and legacy of the incredible trailblazers they honor. This personal touch allows EUMELANIN’s customers to connect with the brand more deeply, fostering a sense of community and cultural pride.
EUMELANIN’s emphasis on inclusivity and representation shapes every aspect of the brand by prioritizing inclusivity and representation in their product designs, marketing efforts, and overall brand messaging which Roberson says has helped them build a loyal customer base that values their mission. “As we grow, we continue to seek partnerships and opportunities that align with our values, ensuring that our growth trajectory remains rooted in celebrating and uplifting diverse voices.”
The brand gained significant recognition when it was featured in a national commercial during the Grammy® Awards broadcast on over 20 major television networks, exposing it to a large nationwide audience. Additionally, the introduction of EUMELANIN’s HEX bag on social media garnered viral attention, with the corresponding social media post amassing over 15,000 shares. This viral success demonstrated EUMELANIN’s ability to create fashion products that resonate with and impact a broad consumer base.
Through these high-profile marketing efforts, EUMELANIN significantly increased its brand awareness, showcasing how fashion can be a vehicle for creating meaningful social impact. On August 19-21, EUMELANIN will debut the HEX Mini Bag at the Project Show in Las Vegas as part of the IMFC Incubator program.
As the brand continues to evolve, Roberson remains steadfast in her mission to redefine the luxury fashion industry and create a lasting impact through diversity and inclusion. With the innovative HEX Bag and its thoughtful tributes to influential Black fashion figures, EUMELANIN continues to lead the way in celebrating melanin-rich skin and inspiring change within the fashion world.
Photo Courtesy: Phyllis Caddell
About EUMELANIN: EUMELANIN is a Black woman-owned luxury fashion brand celebrating and elevating black and brown beauty through scientifically inspired designs. Founded by chemist and designer Deirdre Roberson, the brand’s mission is to honor melanin-rich skin tones and challenge traditional beauty norms. EUMELANIN creates high-quality apparel, jewelry, and luxury leather goods, each piece infused with the chemical structure of melanin to symbolize a commitment to inclusivity and representation. The products are statements of identity and empowerment, sharing the stories of forgotten black fashion pioneers and ensuring their legacies are remembered and celebrated. The HEX Bag, which went viral in 2022, exemplifies EUMELANIN’s dedication to innovative design and luxury craftsmanship.
EUMELANIN aims to inspire and empower the community by promoting diversity and excellence in the fashion industry. The brand seeks to expand its product line, increase its global presence, and continue challenging traditional beauty norms through culturally resonant designs, ultimately making a lasting impact on the luxury fashion market.
About Deirdre Roberson
EUMELANIN is a fashion brand that merges Deirdre Roberson’s scientific and creative side. She uses her talents and life experiences to address issues of colorism that she’s faced in her community, which exists worldwide. She started the brand because she believes fashion can use its powers for good and be a vehicle to send an important message that all shades of skin are beautiful. It is important to celebrate all shades, especially those that fashion, beauty, media, and society deem unworthy.
For more information about EUMELANIN and to view the product line, visit EUMELANIN.
Follow EUMELANIN on social media: Instagram, LinkedIn
Published By: Aize Perez
