Grimoire New York has launched our new brand initiative, “United by Vanity,” which debuted in tandem with New York Men’s Day at New York Fashion Week on Sept. 11, 2025. The campaign unveils Grimoire Labs - an immersive skin experience to reinforce the brand’s ongoing commitment to community, efficacy and inclusivity through influencer partnerships, a charitable partnership with The Trevor Project, and additional experiential moments this fall.
At its core, United by Vanity is rooted in the belief that while individuals may differ in style, background, and identity, humanity is united by a single shared ritual: the desire to look and feel good. The campaign seeks to celebrate this common thread, uplifting people through inspiring storytelling and science-backed skincare that brings the brand’s ethos of connection, ritual, and renewal to the wider community.
To kick off, Grimoire debuted “Grimoire Labs” at New York Men’s Day as the official skincare sponsor, providing a backstage and front of house skin-prep environment. The backstage model prep station will be equipped with licensed estheticians preparing models’ skin using exclusively Grimoire products.
“Our philosophy has always been that beauty is not a solitary pursuit but a collective ritual,” said Vincent Branchesi, Co-Founder of Grimoire. “With United by Vanity, we’re transforming the mirror into a symbol of connection, where self-care meets shared culture. We want people to experience Grimoire not just as a product, but as a living, evolving practice.”
“With United by Vanity, we want to shift how people think about beauty,” added Karim Fadel, Co-Founder of Grimoire. “Vanity isn’t something to shy away from, it’s a universal language of self-expression. Grimoire Labs is our way of showing that skincare can be both functional and transformative, a ritual that connects us to ourselves and to one another."
Following its debut at NYFW, the United by Vanity campaign will continue to unfold through influencer-driven storytelling, brand partnerships, and an additional in-person activation this fall in collaboration with a queer concept store, MAISON 10, in New York City further extending the campaign’s reach and cultural impact. From digital to physical spaces, Grimoire aims to unite a broad community under a shared vision of beauty as both intimate and collective.
In further support of this initiative, Grimoire will also be donating six percent of sales from September 11 through November 20, 2025, to The Trevor Project, underscoring the brand’s commitment to inclusivity, community across the LGBTQ+ community and to creating meaningful impact beyond skincare.
