By: Nic Abelian
EUMELANIN, founded by chemist and fashion designer Deirdre Roberson, is a unique fashion brand that merges science and creativity to combat colorism and celebrate the beauty of all shades of melanated skin. Roberson’s personal experiences with colorism and her desire to redefine beauty standards inspired her to create EUMELANIN, a brand that uses fashion as a powerful vehicle for social change.
The flagship product of EUMELANIN is the stylish HEX Bag, which draws inspiration from the diverse range of black and brown skin tones worldwide. “Our handbag designs center on black and brown shades to reflect the beauty and richness of melanated skin,” explains Roberson. “The variety of skin tone and type serves as our inspiration, and we celebrate those differences to uplift our communities.”
Roberson strategically named each handbag after different fashion trailblazers, with the color of the bag representing the skin tone associated with that individual. For example, the “Zelda” HEX Bag, named after designer Zelda Wynn Valdes, features a deep chocolate brown hue that evokes the warmth and richness of darker skin tones. The card included with the bag shares Valdes’ pioneering achievements, including designing costumes for Josephine Baker, Ella Fitzgerald, and Diahann Carroll, breaking barriers in the fashion world.
Other trailblazers honored by EUMELANIN include Willi Smith, creator of Williwear, who revolutionized fashion by blurring the lines between high fashion and street fashion, pioneering the concept of “Street couture”; Hylan Booker, a prominent menswear designer who was the first Black couturier in the world to head a fashion house, receiving the coveted Yardley Award as the leading British designer; and Elizabeth Keckley, a former slave who, in 1855, purchased her and her son’s freedom through her successful dressmaking business and became a confidante of Mary Todd Lincoln, the wife of President Abraham Lincoln.
EUMELANIN’s HEX Bag is more than just a handbag—it celebrates the rich history and contributions of Black fashion pioneers. Each piece is meticulously crafted to blend luxury with functionality, ensuring that the products are not only beautiful but also practical and reflect a deep appreciation for the science behind beauty. The brand incorporates this inspiration into its fabric, symbolizing strength and resilience.
The hexagonal shape of the HEX Bag is a nod to the chemical structure of melanin, the pigment that gives skin its color. “The hexagon, repeated three times in melanin’s structure, reflects the scientific origins of our brand,” Roberson shares. “We’re merging our passion for fashion with our deep understanding of the chemistry that makes melanin-rich complexions so beautiful and unique.”
EUMELANIN gained significant recognition when the brand was aired 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 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 was able to significantly increase its brand awareness and showcase how fashion can be a vehicle for creating meaningful social impact. The brand is set to debut the HEX Mini Bag at the Project Show in Las Vegas from August 19-21, as part of the IMFC Incubator program, highlighting its continued innovation and commitment to expanding its product line.
Roberson’s scientific background is integral to EUMELANIN’s unique approach. The brand merges scientific inspiration with design, drawing from the chemical structure of melanin to create products that tell a larger story of love and empowerment. Her STEM training has equipped her with an analytical mindset and problem-solving skills crucial for research, testing, and iterating on product offerings, ensuring that each product meets high standards of quality.
EUMELANIN is a Black woman-owned luxury fashion brand celebrating and elevating black and brown beauty through scientifically inspired designs. 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 its commitment to inclusivity and representation.
The HEX Bag, which went viral in 2022, exemplifies EUMELANIN’s dedication to innovative design and luxury craftsmanship. The brand strives to inspire and empower its community by promoting diversity and excellence in the fashion industry.
Roberson owns the trademark of the chemical structure of melanin to safeguard her brand, maintain market dominance, build consumer trust, and create new revenue opportunities – all of which contribute to the long-term flourishing and expansion of her brand.
EUMELANIN plans to expand its product line, increase its global presence, and continue challenging traditional beauty norms through culturally resonant designs, with the ultimate goal of making a lasting impact on the luxury fashion market.
For more information about EUMELANIN and to explore their product line, visit EUMELANIN, Instagram and LinkedIn.
Published by: Khy Talara
