BatMe! Cosmetics creates makeup with transgender women in mind

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Makeup — and beauty — can mean a lot of different things to a lot of different people. For femme transgender women, makeup is often a way to celebrate and affirm their gender identity. And one Black trans woman is creating makeup especially for women like her.

Jayla Roxx launched BatMe! Cosmetics in 2017 as a “celebration of queer individuality and the culture,” according to the brand’s website. Roxx, a Black transgender woman and television personality, wanted to create a beauty line that embodied her fiercest characteristics. She calls herself — and her line — “beautiful, bold and brave.”

And her brand is indeed all of those things — especially bold. Many even say BatMe! Cosmetics is the first beauty brand launched by a trans woman of color in the United States.

“At this point in time, I have a responsibility that I didn’t sign up for,” Roxx told Forbes of her role as a trailblazer. “But I have to go with it, and that means I have to work a little bit harder, a little bit further and faster to make sure what I’m doing isn’t in vain when I’m gone.”

The vegan and cruelty-free brand prides itself on prioritizing affordability. In fact, the most expensive product in the line is a 30-shade eyeshadow palette, which retails for $35.

Check out some BatMe! Cosmetics products below — and queer your makeup stash in the best way.