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KARIF beauty, elsa arauz, brown beauty, make up

Over the weekend KONTROL had the pleasure of attending the official launch for KARIF, the Brown girls beauty box subscription service. The word KARIF is derived from the ancient Arawakan language meaning mixture. Founder and CEO Elsa Arauz, a direct descendant of the ancient Arawakan people, created something with each of us in mind.


Just like the company, KARIF’s launch was rich with ancient history, culture and of course BEAUTY. Hosted at the chic Le Femme Studio, KARIF adorned its guests with mimosa’s and full service beauty stations provided by Melange NYC. The event also included a multicultural menu featuring, Jamaican beef patties, Latin chips and salsa, tasty Barbecue chicken and more.

Arauz created the company specifically with Brown girls in mind. She felt it was important to convey to the world, and most importantly to each of us that we are included in the definition of beauty. Despite making up billions in spending power in the beauty industry less than 5% of the market actually caters to women of color.  KARIF aims to bring the best of the beauty market for women of color right to your door step. With a wide variety of products ranging from haircare, skincare, beauty products and tools, KARIF hopes to be the Brown girls go-to, when searching for perfect, and personalized beauty care.

Karif Launch Party_Harlem NY-4

Karif Launch Party_Harlem NY-5

KARIF CEO, Elsa opened up about struggling with her own image growing up. She described being teased, and called Owl, which made her insecure about her eyes. Ironically, presently as a successful Business Woman and Entrepreneur, her most favorite feature about herself is her eyes. Arauz advises mascara, winged liner and Naked palette III as the perfect go-to look for any occasion. “If nothing else I always have to have my eye make-up, I love my eyes”, says Arauz. Melange NYC make up artist also advise a pop of teal, or any bright color to line the eyes as an accent to spice up any look this season.

Karif Launch Party_Harlem NY-3

Karif Launch Party_Harlem NY-7

KARIF offers monthly subscription packages, which can be canceled at any time. Subscribe to receive monthly boxes full amazing goodies to try and fall in love with.  Start with a ‘Beauty Sampler’ for just $20 a month, this offer allows a one time purchase of a box with no commitment. As a ‘Beauty Lover’ for just $17 a month, receive three consecutive months of KARIF beauty boxes to wet your palette.  If you’re a ‘Beauty Maven’ at $14 a month subscribe for six months of KARIF Beauty’s golden box of beauty love. You will receive products from familiar brands like Shea Moisture, as well as get to  discover new products like LASH EM.

Karif Launch Party_Harlem NY-8KARIF Beauty is KONTROL  approved! We love what the brand, and company stands for. Empowering women of color to embrace their beauty and uniqueness, while introducing exciting and new beauty products right at home, what more could one ask for? Be sure to check KARIF out at Karifbeauty.com and  Instagram, and twitter @KARIF_Beauty. We can’t wait to see what August’s beauty box has in store!

Karif Launch Party_Harlem NY

Karif Launch Party_Harlem NY-2



(Event Photos by  Carlos Gamboa)


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