Drag Queen Willam Launches a Beauty Line Perfect for Any Gender

Photo: Courtesy of Coverboy

Photo: Courtesy of Coverboy

Willam Belli, the international drag queen sensation, is finally doing what fans have been clamoring for since he first hit the runway on season four of RuPaul’s Drag Race: he’s releasing a makeup collection, cheekily called Coverboy.

The “gender creative” line, which officially launched over the weekend during the third annual RuPaul’s DragCon NYC, features lashes, glitter and lips. “No palette?” I ask, referencing what has become a signature for the handful of other queens who have released collections. “No one needs another fucking palette,” Willam responds.

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Encompassing the collection are six designer lashes, including a triple layer lash — a drag queen signature, according to the packaging — and a subtle feathered polka dotted style for a “naturally glamorous moment” ($10-$18), five signature lip varnishes in shades like red, trublue, truffle, “Steely Tran” and “Puss” ($16), and four glitter gels for cheeks, eyes and lips in colors like goldie, gem, “Roller Rink” and “Blue Balls” ($12).

The concept for the brand first started to take shape in 2018 during a conversation with some people that Willam met through his friends Neil Patrick Harris and David Burtka. “[Ready Go Ventures] started brands for other influencers that wound up in Sephora or Ulta and I thought, ‘Why don’t I throw my two cents into the ring?’ Because my makeup is pretty durable. It’s bulletproof: my lips don’t go anywhere, I’m eating in, I’m smoking in it, I’m leading an active single mother lifestyle.”

At this point, Willam pauses our interview as a fan approaches with a copy of his 2016 book, “Suck Less: Where There’s a Willam, There’s a Way.” He greets his fan with a familiar hello (the assumption is always that they’ve met, not that they’re meeting), snaps a quick selfie, then takes a page from the book and bites it before signing an autograph. “Where were we?” he asks matter of factly, turning his attention back to me.

According to Willam, he was looking for makeup with a lifespan, something he could not find on the market, and so he decided to create it himself. As a drag performer, often in makeup for hours if not entire days (and/or nights), finding a makeup that didn’t need constant re-applying was crucial. “I don’t want to carry a whole makeup bag to a gig and worry about my face. I just want it to stay where I put it,” he explains. 

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