Hello Gorgeous Makes Its Stunning Homecoming Debut in Burlington, Iowa
BELLA celebrates the beauty brand’s official launch and first product reveal
It was a gorgeous afternoon in Burlington, Iowa, as beauty lovers, friends, and local supporters gathered to celebrate the official Homecoming Launch of Hello Gorgeous Beauty Co. — the new beauty brand co-founded by Vanessa Coppes, CEO + Editor-in-Chief of BELLA Media + Co., and Annabelle Hedges, model, dancer and rising content creator.
The event marked a full-circle moment for Annabelle, who returned to her hometown to debut the brand she and Vanessa have been building from the ground up. Guests enjoyed an of celebration, connection, and creativity, getting the first exclusive look at Hello Gorgeous’s debut product drop, featuring the brand’s highly anticipated All About The Drama Mascara — a clean, buildable formula designed to deliver lashes for days.
Hosted in true BELLA fashion, the evening sparkled with photo-worthy installations, empowering conversations, and plenty of heartfelt moments. Guests toasted to the brand’s milestone with TÖST Beverages — the all-natural, alcohol-free sparkling drink crafted to celebrate life’s special moments — as they cheered to confidence, community, and what’s next for Hello Gorgeous.
“For me, this launch isn’t just about makeup,” said Vanessa Coppes. “It’s about watching a new generation of women take a dream and make it their own. To see Hello Gorgeous come to life here, where Annabelle’s story began, is deeply meaningful.”
Annabelle echoed that sentiment: “Burlington raised me. To come back home and introduce something that celebrates confidence, individuality, and self-love — it’s truly surreal. I hope every person who wears Hello Gorgeous feels unstoppable.”
All available products are online at HelloGorgeousClub.com.
Follow the brand on Instagram @HelloGorgeousBeautyCo for more behind-the-scenes moments, product news, and upcoming event announcements.
