Beauty and politics connecting to spark moments of activism spans back centuries. Throughout history, personal style has frequently emerged to present powerful messages—from Cleopatra's fiery red fingernails to the suffragettes' strategic fashion choices, the way we decorate ourselves has often been a way to make a bold political statement. Beauty as a powerful political catalyst has evolved to blend aesthetics and activism to encourage voter engagement (as evidenced by Dame's comical yet critical Senator Mitch McConnell sex toy). Brands creating politically focused products and campaigns are sparking important conversations, while influencing critique and questioning in response to the way the world is ruled.
As the pivotal US presidential election looms, industry players are proving that looking good and doing good can, in fact, go hand in hand. With just weeks to go until the big vote, The United Colors Project has stepped up to the mark with Colors for Kamala, a nail polish brand created in support of Vice President Kamala Harris, merging beauty and politics with synergy. What began as a simple idea between two lifelong friends, seasoned product designer Amy Rosenthal and long-time activist and fundraiser Kate Friedman, evolved into a creative niche that aims to empower the US public to express their political values in a fun and easily approachable way.
Colors for Kamala developed organically. The best-friend duo, who grew up together in Long Island, often found their point of conversation drifted to politics as they both share a deep interest in social activism and the American political landscape. Despite now living on opposite coasts, Rosenthal and Friedman ensured they kept in close contact, which led to one particular Sunday catch-up call focusing almost entirely on the latest developments in the Democrat Party's 2024 campaign.
Biden had officially left the race, endorsing his running mate Harris as the next Democratic presidential candidate. Rosenthal and Friedman felt what they described as "a palpable shift in momentum" and excitement towards the news, particularly after seeing the numerous coalitions quickly uniting behind Harris.
"In hindsight, it feels more like inspiration found us than we went looking for it. We felt like we were watching the promise of 'the United States of America' emerge in real-time," Rosenthal and Friedman tell BeautyMatter. "We noted that Harris represents a new generation of leadership and deserves a new generation of merchandise ("merch that meets the moment," we like to say). We began talking about wanting to do something that represented this new emerging unity. The nail polish idea emerged, and we knew we wanted to do it. It's a form of self-expression that's simultaneously uniquely personal and public. Plus, Kamala's nails are always impeccable!"
Combining their professional skills and shared love of activism—Colors for Kamala was born. "Nail polish is a form of self-expression that's uniquely personal and public at the same time," the duo notes. "It was the perfect canvas for blending beauty with activism." The business partners' ultimate goal is to mobilize voters, with a particular focus on those who may not be politically engaged or simply feel overwhelmed by the reams of information available.
Rosenthal and Friedman recognized that nail art was a hot topic on social media and grabbed the opportunity to reach new audiences by combining politics with an easily accessible, fun space. "Nail polish is something ubiquitous. It's playful, but it can also spark curiosity and open the door to deeper political engagement," they explain. “We want people to realize that political choices directly impact their everyday lives. We hope our polishes will help people feel more connected to the issues and inspired to take action."
Colors for Kamala enters the market with six polish sets, of which five retail for $86 each—the price representing the year that Harris graduated from Howard University. An additional three-piece combination, America the Beautiful (red, white, and blue) costing $47, references Harris potentially being the 47th US president. All net proceeds are donated to the Harris-Walz campaign despite not being officially affiliated with the political pair.
Rosenthal and Friedman attribute one of the most enjoyable parts of the branding process to coming up with names and themes for each collection. The duo wanted each collection's name to be "evocative, provocative, and empowering" with a vision to reflect current cultural and political talking points. "We laughed—a lot—during the creative process," they admit. "We have a collection of 'Director's Cut' names that will never see the light of day but still make us smile."
Each collection available via Colors for Kamala tells its own unique story. The Neutralizing Name-Calling set works to reclaim derogatory terms often hurled at women, tying them into broader conversations about female rights. Product names including "Have You Heard Her Laugh?," "Bitch," and "Not That Smart" are direct references to the misogynistic comments all too often made by Harris' running opponent, Republican Donald Trump.
Another set, The Joyful Warrior, taps into joy and optimism as powerful tools for political resistance, reminding the public that "even in turbulent times, democracy is a gift worth celebrating." The Joyful Warrior is the most likely to connect with younger voters such as Gen Z, with shade names including "Kamala is Brat"—a bright green referencing the "brat green" trend, a movement featuring bold shades of green that promote a rebellious and playful attitude inspired by the Y2K aesthetic, made popular this past summer by pop singer Charli XCX and her album "BRAT."
By connecting the collection's names and shades with a broader cultural and political stance, the founders wanted to showcase that political decisions have a strong personal impact. "Wearing these polishes feels like an everyday act of support for something bigger," they explain. "It's fashion with purpose."
The polish sets are vegan and cruelty-free, made in the US by a California-based manufacturer. "A company's products should reflect its values," they say. "For us, that means supporting American makers and cruelty-free practices." Rosenthal and Friedman also recognize the importance of holding their brand to the highest standards, given that it indirectly supports a political candidate. "Even though we're not officially affiliated with the campaign, anything connected to a candidate should represent integrity," they add.
Although Colors for Kamala focuses on supporting the Harris-Walz campaign, Rosenthal and Friedman see it as part of a broader mission and challenge. The project has given the friends reigns to channel their civic anxieties into something positive and purposeful, continuing their traditions for working for the betterment of communities. "We've joked that this project is a way for us to sublimate our civic angst—but it's not a joke," they say. "We're using our skills to do something productive."
Aside from inspiring nail polishes, Colors for Kamala aims to educate its consumers. The Politics & Polishes section of the brand's website includes information on voting, such as candidates and their policies. Rosenthal and Friedman hope to inspire individuals to connect the dots between their everyday choices and the larger political landscape in which they reside. "We see nail polish as a potent tool for activism," they add. "It's personal yet public, and it can carry powerful social and political messages."
As Rosenthal and Friedman look to the future, they hope that Colors for Kamala and The United Colors Project will inspire broader civic engagement, particularly among those who may find traditional forms of political participation off-putting and hard to grasp. By creating a low-involvement, culturally relevant entry point into politics, Colors for Kamala is sure to have a broad reach.
As election day looms, Rosenthal and Friedman are staying solely focused on Colors for Kamala, however, they are excited for the potential opportunities that may arise, such as potential collaborations and projects with other organizations and causes in the future. "We'll turn our attention to those once Harris and Walz are (hopefully) in the White House!" they conclude.
