21 Feb 2014

Julia Graf for Manhattan Cosmetics

Today is a very exciting day, because I finally get to tell you about something really awesome! Manhattan Cosmetics, a super popular drugstore makeup brand that is sold in all German speaking countries, is going to release a special collection completely designed by myself and eight other Bloggers, based on NEW YORK CITY!!!

So this is obviously a huge project that takes a lot of time and coordination with many different people, and we started to work on our collection in May 2013 in Germany. And when I say we designed this collection, I mean we came up with everything. We got to figure out what products we want to release, the packaging and finishes we want, and of course all the colors.

To get inspiration for our NEW YORK collection, we traveled to the Big Apple last summer (we all nearly died during the massive heat wave they had there) and really got to explore. It was an exciting time where we took the chance to see many different parts of the city, took loads of pictures, and really let the atmosphere sink in. We stayed at the super hip and trendy Standard Highline Hotel in the Meatpacking district, which offered an open rooftop bar with a simply stunning view over the Manhattan Skyline. I felt like I was in my own version of Sex and the City...well, without the sex! Hahaha...

Getting picked up by stretch limos at the airport.

Trend scouting in the City

The next day we went to the exclusive Soho House and gathered all our creative juices and all the inspirations we had gathered from our time in the City, and created fantastic Mood Boards to narrow down our ideas and really focus on the important elements we wanted to incorporate into the collection. It was super exciting to put all our ideas into action and actually get to play around with products to see what would work together. It was also quite intense as we didn't have unlimited time, so the pressure was on to finalize things. 

Mood Board creation at Soho House

Gathering ideas and inspiration from our time in New York City

Hard at work...or hardly working? The former, I think!

Ani, Özi and Paddi at work

The next day we actually got to visit the laboratory where Manhattan products are produced, and this in itself was a huge honor. These labs are often extremely secretive when it comes to letting in people that are not direct employees of the company due to company secrets, and it was fascinating to see the science behind makeup, how all these random ingredients are mixed together to create a nailpolish, a lipstick, an eyeshadow. We actually got to mix the shades directly in the lab, and then tell the technicians - here, this is what we want please! It was so amazing to be so directly involved, and have complete creative control. 

Since then we've received samples of our products, and we've been allowed and encouraged to make any necessary changes. For example if the color was different than we imagined, if we wanted a slightly different texture, or anything else. It was a lot of coordination at this point because we all live in different cities, so we had to discuss any changes as a group online. It was tricky! I really think all the hard will will definitely be worth it. The products will be available in stores in August 2014, after more than a year long process. It's crazy to see how many steps are involved in the creation of a makeup collection, especially when there are so many people involved. But I can't wait to see the final product, and for you to all see it!

Here are links to all the lovely ladies who are also involved in the NEW YORK collection:

Theresa from honeyandmilk.net
Magi from magi-mania.de
Mira from funnypilgrim.de
Anna from fashionpuppe.com
Anni from fashionhippieloves.com
Jetti from chocolate-bit.ch
Özlem from fashionmonger.net

Paddy from www.innenaussen.com

Grazia magazine, a popular German fashion and lifestyle mag, has also reported on our upcoming collection! See the report here: Link

Of course a huge thank you to Manhattan Cosmetics for such a wonderful opportunity and for allowing us such immense creative freedom with our collection. More updates to come before the release date in August 2014!


  1. This is so exciting! Congratulations, Julia!

  2. This is so amazing! I remember when I first subscribed to your YouTube videos way back in the day and I've seen you grow your channel as well as your person...it's just so cool to see you break out of your shell and getting these really amazing opportunities. I wish I could buy some products from your collection but we don't have Manhattan here in the US :( I hope you sell lots!

  3. That is so exciting!! And I would love to buy some of those products this summer... but I don't think they're selling in Italy, are they? Any chance? Otherwise I'll have to arrange a trip to Berlin for early September... I'm always glad to have an excuse to do so ;P

  4. That is so exciting!! And I would love to buy some of those products this summer... but I don't think they're selling in Italy, are they? Any chance? Otherwise I'll have to arrange a trip to Berlin for early September... I'm always glad to have an excuse to do so ;P

  5. I was actually gonna ask if you're gonna do something like this, since so many bloggers have makeup lines now. Good thing is we get Manhattan in DM shops in Romania, too :D

  6. Anonymous1:33 pm

    Awesome! You really are a wizard with makeup, so you definitely deserve this opportunity.