QVC unveils exclusive makeup brand

Mega-retailer QVC has announced the launch of a new private label cosmetics brand, Carmindy Beauty.

According to WWD, the brand is the result of a partnership with New York-based beauty development company Batallure Beauty and makeup artist Carmindy, who will serve as the face of the brand.

The joint line marks QVC's first private label cosmetics venture, following the launch of similar projects by companies like Amazon and Saks Off 5th.

Both QVC and Carmindy teased Carmindy Beauty online, with QVC launching a "coming soon" page for the brand on its e-commerce site, while Carmindy posted about the line on Instagram. The beauty personality's use of the hashtag "#september" seems to suggest a fall launch.

"Carmindy Beauty and QVC is a match made in heaven!" the makeup artist from TLC's What Not To Wear wrote. "You are gonna loose your mind over my incredible makeup line created to enhance your natural beauty. We all deserve to feel beautiful in a fast easy way and I got you!"

Batallure Beauty is a company specializing in brand strategy, product and package development, sourcing and manufacturing in the fragrance, color cosmetics, hair care, skin care, body care and men’s grooming categories.

Among the categories sold by QVC, which include fashion, jewelry, shoes and more, beauty is the company's second most profitable after home goods, representing 18 percent of total sales and accruing $1.68 billion in sales in 2018.

QVC unveils exclusive makeup brand

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