This article is part of a series profiling original product ventures by Creators. Watch out Mr. Beast, Logan Paul/KSI and Mindy McKnight, they’re coming for you!
Mo Heart with Mo Beauty's Mo-Miracle Retinol Cream
Since it premiered in February 2009, the award-winning reality competition series RuPaul’s Drag Race has spawned an industry of its own. Former contestants consider the show a launchpad for expanding their careers beyond club appearances. These drag performers are now writing books, releasing music, selling products and landing major film and TV roles.
Mo Heart (RPDR Season 10, All Stars Season 4, UK vs. The World) is one of the personalities breaking barriers and diversifying their business beyond performance. Mo is not shy about pursuing any business opportunity that comes his way.
Drag Race alumni Trixie Mattel and Mo Heart showcase each other's product
“To be wealthy means to have multiple revenue streams,” says Heart who isn’t precious about pronouns (he/she/they). He considers himself a queer individual who wears makeup and a wig to perform like the rock band KISS. For business inspiration, Mo looks up to fellow talent-turned-entrepreneurs including Kandi Burruss (Real Housewives of Atlanta), Tyler Perry and fellow Drag Race alum Trixie Mattel (Trixie Motel). Losing an appearance opportunity to another drag queen helped Mo realize how many former contestants are now out there in the world and the importance of finding other ways to make money. “I’ve got much more to give than a club gig.”
So the performer and self-proclaimed rockstar created Mo Beauty. Mo Beauty is a skincare and cosmetics venture in partnership with Gostrider an incubator focused on beauty brands for musicians. The line launched with three sheet masks based on Mo’s iconic drag looks and inspired by his busy travel schedule and need for an all-in-one, efficient skincare solution.
Mo Beauty is Black-owned but was conceived for every skin type. The target audience has expanded well-beyond Drag Race fans to include both men and women who care about maintaining healthy, clear skin in order to look and feel their most authentic self.
Male Models for Mo Beauty
To market the product, Mo takes on the role of creative director for memorable campaigns that live primarily on social media including a recent shoot with shirtless male models. “It’s the old Abercrombie model…sex sells!” says Mo. He believes it’s not just about featuring the product directly but about the relationship you build with your audience.
“Social media is how we built the brand. It’s about trust and loyalty,” reiterates Heart. “They know Mo cares about them and isn’t just selling any old product. A personal connection is key.”
Sales primarily come from Mo’s personal and brand accounts on Instagram. Partnerships with IPSY and BoxyCharm have also been great for awareness. The team plans to launch on Amazon
Divinely Defined a Precision Brow Pencil & Brush by Mo Beauty
“Early on customers assumed it was just a campy, fun drag-inspired line,” says Cory Andersen CEO of PRYSM Talent who has worked with Mo since 2020. “We’re now on a mission to let the quality of the product speak for itself.”
The brand hopes to roll out a rewards program for its customers and plans to produce in-salon events in 2024. Mo can also be seen hosting the new season of Amazon Music’s “The Walk-In with Mo Heart” featuring musicians like Dolly Parton, Shania Twain and Renee Rapp. He’s also working on original music of his own. It’s all part of Mo’s plan to become a serious business mogul and creative force in-and-out of drag.
